ZTE launches tie-up with the Rockets: will other Chinese brands adopt similar strategies?

ZTE has announced that it is now officially the smartphone of NBA team the Houston Rockets. It’s the Chinese company’s first American corporate sponsorship and a crucial part of ZTE’s goal of amassing significant market share beyond its domestic market. In terms of the lessons for other brands, industry experts attest that this is a strong move but one that should be leveraged carefully in order to maximise success.