ZTE USA announces its first corporate partnership and consumer marketing push in conjunction with the Houston Rockets

The Houston Rockets and ZTE USA, the fastest-growing smartphone provider in the United States, jointly announced their first partnership, making ZTE the official smartphone of the Houston Rockets for the 2013/14 NBA season. The partnership is the first of its kind for ZTE globally and the first big consumer marketing push in the US since the company entered the States 15 years ago.

As part of the partnership, ZTE will have an opportunity to engage directly with the fans of the Rockets around the world through a variety of avenues, including key Rockets events, television and digital exposure, and customised in-game activation

Both the Rockets and ZTE brands are debuting new, more powerful line-ups this year. ZTE is launching two new smartphones - the ZTE Grand S and the ZTE nubia 5 - while the Rockets have a highly anticipated new roster featuring James Harden, Dwight Howard, Jeremy Lin and Chandler Parsons. Moreover, both brands are expanding globally, with ZTE providing its technology to more than 500 carriers and operators in more than 160 countries, and the Rockets reaching more than 325 million people worldwide, through more than 30 different networks throughout the world.

"The Houston Rockets are a perfect match for ZTE's first corporate sponsorship in the US. ZTE and the Rockets are both global brands bringing powerful line-ups to excite both sports and tech enthusiasts across the country," said Lixin Cheng, Chairman and CEO, ZTE USA. "Houston, and the US at large, is a key market for ZTE going forward, building on our already 15-year track record of bringing robust yet affordable technology to US carriers and consumers alike."

ZTE and the Rockets announced this partnership in a special press event just before the first pre-season game on Saturday, 5 October. Houston is an important market for the Richardson, Texas-based ZTE USA. It is one of the top wireless markets in the country and many of ZTE's carrier partners, including AT&T, Aio Wireless, T-Mobile, MetroPCS, Boost Mobile, Virgin Mobile, US Cellular, Cricket Wireless and Tracfone, have large presences there.

"We welcome ZTE to the Houston Rockets family," said Rockets CEO Tad Brown. "Together we aspire to create a partnership that will go above and beyond a simple sponsorship, into a joint effort that will attract fans locally and globally."

Under the terms of the agreement, ZTE will receive corporate sponsor status, including use of Rockets' marketing rights, TV-visible branded signage, hospitality and presenting sponsorship of tonight's pre-season opener, where the partnership and ZTE's new devices were revealed. Looking forward, ZTE will treat fans to giveaways and promotions throughout branded kiosks at Toyota Center home games and through in-game activations. ZTE will also be the presenting sponsor of the Rockets' upcoming Blacktop Battle and will participate in the Season of Giving community programme.