Disney signs up to sponsor NBA basketball in China

LONDON - As part of its plans for global expansion into the Asia Pacific market, Disney is to sponsor the National Basketball Association games in China.

As part of the sponsorship, Hong Kong Disneyland will work with the NBA on a number of marketing activities to support the event, including a stadium at the Disneyland site and courtside presence at the games.

Michael Eisner, chief executive of Disney, said: "Introducing the magic of Disney to the world's most populated nation is a truly thrilling and historic undertaking.

"While this is an incredible opportunity for our company and our shareholders, it is also an important cultural milestone for the Chinese people, as we open the doors to entirely new worlds of fantasy, imagination and adventure."

Disney's presence in China includes television programming, films, live entertainment, consumer products, publishing, internet properties and a theme park due for completion by 2006.

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