The National Basketball Association and Haier have announced a strategic partnership to expand Haier's global brand presence, reinforce its leadership position in China, and make it "The Official Partner of High Definition Televisions for the NBA".

China's largest manufacturer of appliances and high-definition television sets will utilize the NBA's broad array of marketing assets, media, and on-ground initiatives to showcase its innovative technology in the United States and China.

As "The Official Partner of High Definition Televisions for the NBA", Haier will launch a new line of high-definition television sets in the U.S. The NBA will showcase these and Haier's other state-of-the-art products throughout all of its extensive media assets including NBA TV's high definition programming, high-profile NBA events, and extensive NBA-themed retail promotions.

Haier and the NBA say they also share a commitment to improving the lives of young people through community outreach programs. Haier's Project Hope and NBA Cares will team up to leverage the wide popularity of basketball combined with Haier's extensive reach in China, to develop and implement community-based initiatives in this area.