On October 9, mobile phone manufacturer vivo signed a brand strategic cooperation agreement with the world's top basketball tournament organization NBA in Shanghai. According to the content of this cooperation, vivo will become the only official mobile phone market partner of NBA China. The two sides will carry out all-round strategic cooperation in events, products, services and brand marketing for many years in the future. The signing ceremony was attended by Ni Xudong, global vice president of vivo, Deng Li, director of brand strategy, Feng Yufei, director of brand promotion, Mark Tatum, vice chairman of NBA, David Shoemaker, CEO of NBA China, and Gary Payton, legendary NBA player.

At the signing and launching ceremony of the Shanghai World Expo Creative Show, Ni Xudong introduced the opportunity for vivo to cooperate with NBA and the next cooperation plan. Mark Tatum shared the concept of NBA to everyone, and appreciated the positive energy delivered by vivo's fun and dynamic brand concept.

Ni Xudong, global vice president of vivo, said: "Vivo, as the world's leading mobile phone brand, vitality, fun, youth and fashion are the key words of our brand. This is very consistent with NBA in terms of audience and brand style. I believe that the cooperation between vivo and NBA can continue to provide more interesting products and services for global users."

At the ceremony, Ni Xudong also introduced and presented the newly launched vivo X7 Star Grey Special Edition to David Shoemaker and Gary Payton. He said: "The star sky always gives people a deep and elegant feeling. We hope that this elegant and profound product can witness and record this memorable moment today."

Mark Tatum fully recognized Vivo's achievements in the mobile phone industry over the years, and said: "Vivo, as a top mobile phone brand in the world, has provided excellent products and services to users around the world, and is loved by young people like the NBA. I hope this cooperation can be a good start to create better products and experiences for people around the world."

At the signing ceremony, more than 200 media and hundreds of fans were present to witness the official opening of the strategic cooperation between vivo and the NBA.

Why does vivo join hands with NBA?

When asked why vivo chose to cooperate exclusively with the NBA, Ni Xudong replied: "In fact, it is more from the agreement of ideas."

After years of rapid growth, the overall scale of the domestic smartphone market tends to be saturated and the growth slows down, and consumer demand for changing phones has become the new main driving force for market growth. With the increase of sales in the middle and high-end mobile phone market, more and more consumers begin to pay attention to product experience, brand and added value instead of hardware and cost performance when buying mobile phones.

As the top professional basketball organization in the world at present, NBA has more than 1 billion audiences in the world and is loved by people of different races and ages. Ni Xudong believes that this is due to the positive sports spirit it conveys, such as striving, enterprising, unity and competition, which encourages people to keep moving forward. The cooperation with NBA can organically combine the brand concept of vivo with the sports spirit, and match each other. This is valuable for Vivo's continuous, effective and good brand interaction with consumers.

Deng Li, Director of Vivo Brand Strategy, said: "We believe that through in-depth and equal two-way communication, consumers can personally feel the vitality and fun of Vivo, and recognize an internal resonance between Vivo and young people. To achieve mutual recognition, mutual understanding, and mutual happiness."

As a manufacturer focusing on mobile devices, vivo's cross-border cooperation with NBA will naturally have some action in terms of products. Ni Xudong revealed that in the future, vivo will launch a series of NBA themed in-depth customized mobile phones and peripheral products. More exciting cross-border cooperation will also be carried out in the upcoming flagship series of the new generation X and Xplay.