Haier Renew Title Sponsorship of NBA All-Star Event

Haier America will be center stage for the NBA All-Star 2012 festivities in Orlando, Florida once again as the title partner of the Haier Shooting Stars competition, and will serve as the presenting partner of the NBA Development League Dream Factory.

“NBA All-Star continues to be a showcase for the Haier brand as we tip-off on Saturday night with the Haier Shooting Stars competition and launch a new television commercial,” said Richard Block, Vice President of Branding & Creative for Haier America. “We introduced the Haier brand to the NBA audience a few years back and felt the need to re-introduce our product line in a more modern and relevant fashion, keeping in line with the brand’s attributes.”

For the sixth consecutive year, Haier will lead off NBA All-Star Saturday Night presented by State Farm with the Haier Shooting Stars competition which features NBA players, WNBA players and NBA Legends in a shooting contest. The Haier Shooting Stars airs live at 8:00pm ET on TNT on Saturday, February 25.

During NBA All-Star action on Saturday night on TNT, Haier will also launch a new television commercialthat will run through the rest of the NBA season. The spot, created by Los Angeles based 3 Ring Circus, highlights Haier’s full product lineup from appliances to televisions with a fresh look and feel that displays the evolution of the brand.

“We’re excited about this year’s spot,” says John Sideropoulos of 3 Ring Circus, who serves as Haier’s creative and production agency. “It is very dynamic and sure to stand out with its bold, bright colors.”

For the first time, the Dream Factory Dunk Contest presented by Haier will take place at halftime of the 2012 NBA D-League All-Star Game presented by 26 Seconds, which begins at 2pm ET Saturday, Feb. 25, and will be broadcast live on NBA TV. The 3-Point Competition and the Shooting Stars, both also presented by Haier, will take place following the conclusion of the NBA D-League All-Star Game and will be streamed live on nba.com/futurecast.

As the Official HDTV of the NBA, Haier has achieved noteworthy success through the “Haier Play of the Day,” a feature found on NBA.com. Fans visit the website to see a selected highlight video of a play sponsored by Haier. With tens of millions of page views throughout the year, the “Haier Play of the Day” is one of the top destinations on NBA.com but there seems to be some confusion about how to pronounce Haier. Hopefully, this video can help straighten out how to pronounce Haier (higher).

by Ismail Uddin