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中兴通讯成为美巡赛全球独家官方智能手机合作伙伴 致力塑造高端品牌  纳帕盛典成为中兴全球终端品牌战略上又一座里程丰碑(图)

作者:世界名人网记者婉悦报道
录入于 October 05, 2017 at 12:16:29:

世界名人网讯 2017年10月4日,全球领先综合通信解决方案提供商中兴通讯与世界顶级高尔夫球赛组织PGA TOUR(以下简称美巡赛)在著名红酒之乡美国加州纳帕谷(Silverado Resort and Spa in Napa, California)举行联合发布会暨签约仪式,中兴通讯宣布成为美巡赛全球独家官方智能手机合作伙伴,达成为期三年的正式合作。

合作协议覆盖全球范围,包括中兴使用美巡赛标识、中兴品牌在美巡赛数字媒体、电视媒体上的播出以及联合社区慈善活动等,协议有效期至2020年,由美巡赛主席杰伊莫纳汉与中兴通讯终端CEO程立新在本赛季首轮赛事西夫韦公开赛(Safeway Open)举办地-美国加州纳帕谷正式签署。

中兴与美巡赛的合作是中兴通讯全球终端品牌战略中具有里程碑意义的重要事件。中兴手机正式成为美巡赛历史上第一个智能手机合作品牌,中兴通讯也正式成为与美巡赛进行全球合作的首个中国企业。

当天参加发布会的还有两名来自中国的顶级高尔夫球员张新军、窦泽成。这一天,两名历史性获得美巡赛参赛卡的中国球手,成为全球最顶级高尔夫组织会员里的首批中国人。

美巡赛赞助与合作资深副总裁布莱恩·奥利弗(Brian Oliver)说,“这是美巡赛历史上首次与智能手机伙伴合作。对于如今的粉丝而言,欣赏比赛实况、回看比赛视频,查阅或分享比赛资讯,手机已经不可或缺,我们很高兴有中兴通讯这一全球领先的通讯行业巨头加入美巡赛大家庭,与我们一起为全球高尔夫球迷带来更多极致的科技体验,这是全球高尔夫界的大事。”

中兴通讯终端CEO程立新表示,“美巡赛是全球范围内享有盛誉的高端体育赛事组织,其诚实、正直、互相尊重、追求卓越的核心价值观与中兴通讯非常一致,而且美巡赛长期致力于慈善和服务本地社区的行为正是中兴通讯在全球所践行的。能够成为美巡赛官方智能手机合作伙伴对于中兴来说是个历史性的的时刻,这意味着中兴通讯将有机会与全球各地高尔夫球粉丝直接开展互动,为他们提供独特的科技体验,从此正式开启中兴手机高端品牌的拓展之路。”

成为美巡赛全球官方智能手机合作伙伴是继中兴通讯成为美巡赛农夫保险杯(Farmers Insurance Open)、加拿大公开赛(RBC Canadian Open)官方智能手机合作伙伴以及李真明(Danny Lee)成为中兴天机Axon全球品牌大使(ZTE Axon global brand ambassador)后的体育营销战略的进一步延伸。美巡赛是中兴终端品牌战略中的里程碑部署,旨在进一步提升中兴通讯终端品牌知名度并向全球高端品牌迈进。


美巡赛主席杰伊·莫纳汉(PGA TOUR Commissioner Jay Monahan)与中兴通讯终端CEO程立新(ZTE Mobile Devices CEO Lixin Cheng)在新闻发布会现场手执高尔夫球杆


美巡赛主席杰伊·莫纳汉(PGA TOUR Commissioner Jay Monahan)与中兴通讯终端CEO程立新(ZTE Mobile Devices CEO Lixin Cheng)在新闻发布会现场展示ZTE手机

品牌建设取决长期不间断的投入以及步调一致的市场战略。中兴与全球体育组织、机构以及体育明星的合作成为中兴通讯打造全球知名度的重要品牌战略之一。作为中国最早试水体育营销的品牌之一,中兴在全球体育营销取得的成绩有目共睹。从2013年起,中兴陆续在北美市场与金州勇士队、克利夫兰骑士队、纽约尼克斯队、芝加哥公牛队、休斯顿火箭队等5支NBA球队开展合作。2015年开始签约高尔夫球星李真明(Danny Lee)成为中兴天机Axon全球形象代言人,并陆续赞助美巡赛农夫保险杯和加拿大公开赛两项高尔夫球赛事。金州勇士队,克利夫兰骑士队在获得中兴赞助以后连续3年获得NBA总冠军。高尔夫球星李真明(Danny Lee)更是在赞助后第四天获得职业生涯中的首个美巡赛冠军,中兴通讯因此获得“幸运兴”的美称!在欧洲市场,中兴成为西班牙塞维利亚俱乐部和德国门兴格拉德巴赫球队的“官方技术合作伙伴”,并赞助了西班牙国王杯决赛;在澳洲市场,中兴赞助了卡尔顿足球俱乐部和曼利海鹰橄榄球队;在日本,中兴手机与日本棒球劲旅福冈软银鹰队签订续约协议。

借助在世界多地的本地化营销,中兴与消费者建立了更加紧密的联系,从本土市场到全球市场,显著提升了全球品牌知名度。得益于海外布局、持续市场深耕以及坚持合规治理,加强内控,重点关注员工和股东利益,中兴手机业务上半年全球市场表现良好,尤其在全球主要大国均保持稳定增长。其中,在北美市场已成为第四大智能手机厂商,在预付费市场排名第二,也是唯一进入北美TOP4智能手机厂商的中国品牌。日本同比发货量获得突破性进展;西班牙、澳大利亚等继续保持高速增长。

中兴通讯多年海外体育营销探索与实践已经为中兴在高尔夫球领域里进行的全球合作奠定了基础。中兴对本次与美巡赛的全球合作充满信心与期待。

美巡赛是世界顶级高尔夫职业巡回赛,每年举办超过130场职业赛事。在世界范围内,美巡赛的赛事在227个国家和地区、近10亿户家庭,播放。所有巡回赛都是非盈利性的,旨在追求更大规模的慈善效益,为高尔夫球爱好者们带来快乐和正向激励,助力合作伙伴实现价值,为志愿者们创造回馈社会的平台,在赛区范围内创造经济影响、实现慈善捐助,同时为美巡赛参赛球员提供奖金支持。首届美巡赛锦标赛于1916年在纽约Eastchester的Siwanoy乡村高尔夫俱乐部举行。

PONTE VEDRA BEACH, Fla. The PGA TOUR has announced that ZTE has signed a three-year marketing agreement to become the TOUR’s first-ever Official Smartphone.

“The TOUR, with its prestigious brand and global fan base, brings a tremendous opportunity for ZTE to connect directly with golf fans around the world and demonstrate our prowess in mobile technology with our premium line of Axon smartphones.”

The deal, which includes global rights through 2020, was officially signed today by PGA TOUR Commissioner Jay Monahan and ZTE Mobile Devices CEO Lixin Cheng. The signing ceremony took place at Silverado Resort and Spa in Napa, California, where the Safeway Open begins the 2017-18 PGA TOUR Season.

“The PGA TOUR is delighted to introduce ZTE as a new marketing partner as we enter the smartphone category for the first time,” said Brian Oliver, PGA TOUR Senior Vice President, Sponsorship & Partnership. “Mobile devices have become such a critical means by which fans watch and get updates on our competition, find information about their favorite players and share PGA TOUR-related content. In ZTE, we are partnering with a global leader in the telecommunications industry.”

ZTE already has a presence on the TOUR. As a hospitality partner at this year’s Farmers Insurance Open, ZTE brought its interactive “ZTE Experience Tour Truck” on-site, where fans could test a variety of its products. ZTE also recently became the Official Smartphone of the RBC Canadian Open and partners with Danny Lee, a PGA TOUR member, as its ZTE Axon global brand ambassador.

“Becoming the first Official Smartphone of the PGA TOUR is a historic moment for ZTE,” Cheng said. “The TOUR, with its prestigious brand and global fan base, brings a tremendous opportunity for ZTE to connect directly with golf fans around the world and demonstrate our prowess in mobile technology with our premium line of Axon smartphones.”

Beyond having an on-site presence at select tournaments, ZTE will promote and activate around the new relationship in a variety of ways. In addition to utilizing the PGA TOUR’s online digital assets, select ZTE smartphones will be pre-loaded with PGA TOUR LIVE, the TOUR’s Over-The-Top subscription service that features exclusive early-round coverage of featured groups. ZTE smartphone users will receive a free 30-day trial of the service.

About PGA TOUR

The PGA TOUR is the leading global platform in professional golf, showcasing the highest expression of excellence, both on and off the course. The PGA TOUR’s mission is to entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, generate significant charitable and economic impact in the communities in which it plays, grow and protect the game of golf and provide financial opportunities for TOUR players.

The PGA TOUR co-sanctions more than 130 tournaments on the PGA TOUR, PGA TOUR Champions, Web.com Tour, PGA TOUR Latinoamérica, Mackenzie Tour-PGA TOUR Canada and PGA TOUR China. Its members represent the world’s best players, hailing from 24 countries (89 members are from outside the United States). Worldwide, PGA TOUR tournaments are broadcast to more than 1.1 billion households in 227 countries and territories in 23 languages. Virtually all tournaments are organized as non-profit organizations in order to maximize charitable giving. In 2016, tournaments across all Tours generated a record of more than $166 million for local and national charitable organizations, bringing the all-time total to $2.46 billion.

The PGA TOUR’s web site is PGATOUR.COM, the No. 1 site in golf, and the organization is headquartered in Ponte Vedra Beach, Fla.

About ZTE

ZTE is a provider of advanced telecommunications systems, mobile devices, and enterprise technology solutions to consumers, carriers, companies and public sector customers. As part of ZTE’s M-ICT strategy, the company is committed to providing customers with integrated end-to-end innovations to deliver excellence and value as the telecommunications and information technology sectors converge. Listed in the stock exchanges of Hong Kong and Shenzhen (H share stock code: 0763.HK / A share stock code: 000063.SZ), ZTE’s products and services are sold to over 500 operators in more than 160 countries. ZTE commits 10 per cent of its annual revenue to research and development and has leadership roles in international standard-setting organizations. ZTE is committed to corporate social responsibility and is a member of the UN Global Compact. For more information, please visit www.zte.com.cn.

Contacts

PGA TOUR:
Chris Smith
(904) 273-3379
csmith@pgatourhq.com
or
ZTE USA
Jeffrey Norris
(972) 671-8885
Jeffrey.norris@zteusa.com

ZTE
SEHK:0763



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