NEW YORK—For the fifth consecutive year, Haier sponsored the Haier Shooting Stars competition during the National Basketball Association’s All-Star Game weekend.
The competition this year was won by Team Detroit, which consisted of the Detroit Pistons’ Aaron Afflalo; Bill Laimbeer, former Pistons player and now head coach and general manager of the WNBA’s Detroit Shock; and Katie Smith of the Shock. Team Detroit took this year’s title over teams from Phoenix, Los Angeles and San Antonio.
In a company statement, Haier said the NBA All-Star weekend boosted traffic to its Web site, Haieramerica.com, by 58 percent. As part of its sponsorship, Haier highlighted its participation through national television commercials on TNT, which broadcast the All-Star game; a full-page ad in USA Today; and an ad in the official All-Star game program.