ZTE, Canadian Open extend partnership

A handshake between Cheng Lixin (left), CEO of ZTE Mobile Devices and chairman of ZTE North America, and Laurence Applebaum, CEO of Golf Canada celebrate ZTE’s extended partnership with RBC Canadian Open on July 27 at the Glen Abbey Golf Club in Oakville. NA LI / CHINA DAILY

Telecommunications company ZTE has signed a three-year extension of an agreement to serve as the official smartphone of the RBC Canadian Open golf tournament through 2019.

The new deal was announced by Shenzhen-based ZTE on July 27 in Oakville, Ontario, location for this year’s tournament took place at the Glen Abbey Golf Club from July 24-30.

“The RBC Canadian Open is a major part of ZTE’s global sports partnership strategy and provides us with broader reach in Canada and in regions around the world,” said Cheng Lixin, CEO of ZTE Mobile Devices and Chairman of ZTE North America. “Brand-building relies on long-term and consistent investment, and we are thrilled to continue to showcase ZTE’s brand and devices at such a world-class event.”

This partnership is another milestone in ZTE’s ongoing commitment to invest in Canada and is part of a larger movement to grow the company’s presence on the world stage.

“We are thrilled to extend our partnership with a strong global brand like ZTE,” said Laurence Applebaum, CEO of Golf Canada. “I’d like to thank them for their commitment to Canadian golf and for enhancing the championship experience at Canada’s National Open Championship."

Partnering with local sports teams, organizations and players is a strategic initiative of ZTE’s to build awareness and affinity for the brand. In the past few years, ZTE Canada has branched out from NBA sponsorship into golf. The company also worked with the Toronto Blue Jays of Major League Baseball and endorsed baseball and basketball players in Canada.

“We have invested in Canada for more than 15 years now; during the years, we always think about plugging into the community, not only with customers and consumers, but with partnership, too,” said Cheng. “The partnership advances ZTE’s mission to serve the communities where we live and work.”

To engage fans at the Canadian Open, ZTE set up the Grand X View tent between the green on the sixth hole and the tee on the seventh hole, to demonstrate its latest products, including the new ZTE Connected Car Solution.

“We have 30 affordable premium devices selling in Canada for every single carrier and we will continue launching new products together with our carriers and retail partners. We believe the Canadian market has many opportunities and potential for us,” Cheng added.

renali@chinadailyusa.com