Heat inks deal with Wade's sponsor Li-Ning

Robert Mayer-USA TODAY Sports

The Miami Heat continue their push into the Chinese market with another strategic partnership, this time with Dwyane Wade's new apparel sponsor.

The Miami Heat have made another splash in China following their launch of a Chinese version of HEATV this season, a preseason tour with the Los Angeles Clippers in Beijing and Shanghai as well as a promotional deal with Tsingtao beer almost an exact year ago, among others.

Here is Heat's official press release that sheds some light on this new partnership...

The Miami HEAT announced today it has signed a partnership deal with China's leading sportswear company, LI-NING Company. 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 HEAT superstar 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, will be sold at the arena in 2013.

"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."

LI-NING Company Limited is one of the leading sports brand companies in China, mainly providing sporting goods including footwear, apparel, equipment and accessories for professional and leisure purposes primarily under the LI-NING brand. Headquartered in Beijing, the Group has brand marketing, research and development, design, manufacturing, distribution and retail capabilities. It has established an extensive supply chain management system and a retail distribution network in China, predominantly through outsourced manufacturing operations and franchised distribution.

"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."

For more information about LI-NING, please visit http://www.LI-NING.com.

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