What is the endgame for China's ORG Packaging with the NHL?

[Fenway]

2 years ago China's ORG Packaging became a sponsor with the Bruins, Caps and the LA Kings. Now during the playoffs they are getting placement on the boards during the playoffs.

They are not selling directly to consumers yet they are spending a lot of money with the NHL - Why??



Bruins Announce Expanded Partnership With O.R.G. Packaging; Will Host O.R.G. Packaging Night At TD Garden On 2/2 During Game Vs. Toronto

ORG

I am curious on what their endgame is.

 

[LeHab]

Yeah core business is Can producing which is not direct to consumer. However company is expanding into other areas in particular sports and hockey.

ORG packaging is actively expanding and promoting new businesses while stabilizing its main businesses. It keeps on making renovations in business models by promoting extended development, strengthening its service capacity in comprehensive packaging, in order to enhance the core competitiveness and values for customers. ORG enters into sports industry and deploys the sports strategic board through investing in sports companies, signing contracts with Boston Bruins of National Hockey League (NHL) and purchasing football clubs. It perfects its company’s production chain by holding shares of peer companies and initiating investment to downstream consumption sectors. It has made staged progress in intelligent packaging business by holding shares of game companies and establishing joint ventures with Internet & Intelligent companies. It deploys overseas businesses, fulfills and advances international strategies by signing the cooperative framework agreement with Metallurgical Industry Group of Cuba.

ORG

In particular they are are building arenas and promoting hockey in China which is direct to consumer. When you consider an NHL playoff game is viewed by 22 million Chinese, that is a nice visibility opportunity especially when you are the only Chinese ad around the rink.

Stanley Cup fever translates well in China | The Star

Partnerships with NHL is a way to build both brands around hockey in China. Given Mandarin(?) characters in the ad, I don't think ORG is targeting NA market for brand awareness.