SapientNitro and NBA teamup for the 2010 NBA China Games


Shanghai – September 22, 2010 – SapientNitro, the leading customer experience agency, part of Sapient (NASDAQ: SAPE), was awarded the 2010 NBA China Games contract after a 3 way pitch earlier this year.  The new multi-channel campaign for the leading sports and entertainment brand in China marks the first piece of work between SapientNitro & the NBA. 

The campaign, in it’s final application stages is a shift from the traditional campaign approach of the past and will be focused on creating a truly memorable experience for the NBA fans across China. 
Shannon Dix, GM of SapientNitro China states “This is a significant win for the agency as we continue to expand our digital footprint across China and truly bring to life our customer experience strategy.  The insight-driven campaign will allow the NBA China games to be more approachable and truly deliver an unprecedented customer experience for the NBA across China”. 

SapientNitro, The National Basketball Association (NBA) and digital media partners QQ and Tudou will finalize entrants by the end of September.  The promotion gives two fans a chance to accompany the Houston Rockets and New Jersey Nets throughout NBA China Games 2010.  The Rockets and Nets will play in Beijing on Oct. 13 at the Wukesong Arena and in Guangzhou on Oct. 16 at the brand new, state-of-the-art Guangzhou International Sports Arena.

The NBA SUPERFAN Challenge invites fans 18 and older to submit a self-made video on Tudou ( or write an article on QQ ( that celebrates their passion for the NBA.  NBA fans will vote online to determine the top 40 creative submissions from which the NBA will pick two winners.

The NBA SUPERFAN Challenge winners will receive extensive access to all events and will shadow the players during the NBA China Games 2010 from Oct. 11 to 16.  They will also meet NBA legends, the dance teams, and mascots, and will receive behind-the-scenes tours of both arenas.  And to bring fellow fans closer than ever to the NBA experience, the winners will also share his or her personal stories about China Games via blog, chat and live interviews.

NBA China Games 2010 will feature the return of Chinese NBA All-Star Yao Ming and will mark the NBA’s fifth set of preseason games in china.  The event will feature many activities for fans beyond the games, including NBA Cares community events, interactive fan events, basketball development programs, player appearances, and a variety of fan promotions conducted by the league’s marketing, merchandise, television, and digital partners.

Additional Info.
In 2004, the NBA became the first American professional sports league to play games in China, with two games between the Rockets and the Sacramento Kings in Shanghai and Beijing. NBA China Games 2007 featured three games between the Cleveland Cavaliers, the Orlando Magic, and the Team China All-Stars in Shanghai and Macao.  NBA China Games 2008 featured the Milwaukee Bucks and Golden State Warriors playing in Guangzhou and Beijing and.  Last October, the NBA game in Beijing featured the Denver Nuggets and the Indiana Pacers.

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