Li-Ning Dunks into New Partnership with Miami Heat

NBA Champions, Miami Heat have inked a major sponsorship deal with, LI-NING, with China’s leading sportswear company becoming their official partner.

The partnership is part of a comprehensive marketing program to support WADE, a new athletic footwear and apparel collection that LI-NING recently launched with two-time NBA Champion and HEAT star Dwyane Wade .

The partnership provides LI-NING with in-arena signage at AmericanAirlines Arena and other advertising assets on Miami HEAT properties, including HEAT.com and the team’s TV broadcasts on Sun Sports . LI-NING products, including WADE branded merchandise, may be sold at the Arena in 2013.

“We are very excited to be the latest all-star to join the roster of the Miami HEAT and help support the team’s journey to another NBA Championship,” said Brian Cupps , director of brand initiatives for basketball at LI-NING.  “The HEAT offer an amazing platform on which to engage with fans who will love our upcoming WADE merchandise.”

“The LI-NING brand represents both style and substance and is therefore a welcome addition to the Miami HEAT family of partners,” said Eric Woolworth , President of The HEAT Group’s Business Operations. “We’re eager to help introduce LI-NING to HEAT fans everywhere, and we are confident their new collection of WADE merchandise will have a very broad appeal.”