China's dairy leader Inner Mongolia Mengniu Dairy Group and the U.S.-based National Basketball Association have announced that Mengniu is a new official sponsor of the NBA and will be the the exclusive dairy supplier for the NBA in China.
NBA will also participate in the China Dairy Campaign and its theme of "Half Kilogram of Milk Everyday", which aims to provide free milk to hundreds of elementary schools on the mainland.
Local media report that Mark Fischer, Vice President and Managing Director of NBA China, says that the NBA has strict assessment criteria for choosing partners and sponsors. For partners in the food industry, NBA focuses on food security and quality. Before the deal between Mengniu and NBA was signed, the NBA reportedly carried out an audit of Mengniu's cows, factories, and markets to ensure the company was producing a socially responsible and sustainable product.
Fischer says the NBA has always cooperated with the best enterprises of each field, and the dozens of modern Mengniu pastures and factories impressed the auditors. Mengniu's Milk Deluxe has also won the International Dairy Federation's Global Dairy Award, and this has also strengthened the confidence that the NBA has in the brand and products of Mengniu.
Song Kungang, Board Chairman of the Chinese Dairy Industry Association, says that the IDF award is the highest award for the international dairy industry and is regarded as the highest honor among its members. Song says Mengniu Dairy has set a good example for the Chinese dairy industry by winning such a special honor, and it indicates the high position and influence of the Chinese dairy industry around the world.
Bai Ying, Vice President of Mengniu, says that Mengniu will show the international quality of Chinese milk to the whole world through the window of the NBA.
Mengniu has devoted over RMB100 million to initiate the social welfare campaign "Half Kilogram of Milk Everyday". Bai says that Mengniu will ally itself with more social resources to promote the campaign in order to achieve its goals.
Founded in 1999, Mengniu has currently opened more than 20 production bases over 15 provinces throughout China. It has developed more than 100 kinds of different products including liquid milk, ice cream, milk powder, and milk tablets.
