-SapientNitro and NBA Team Up for the 2010 NBA China Games

SHANGHAI – SapientNitro, part of Sapient (NASDAQ: SAPE), was

awarded the 2010

NBA China Games contract following a

three-way pitch earlier this year.

The new multi-channel campaign for the leading sports and

entertainment brand in China marks the first piece of work between

SapientNitro and the

NBA.

The campaign, in its final application stages, is a shift

from the traditional campaign approach of the past and will be

focused on creating a truly memorable experience for

NBA fans across China.

Shannon Dix, general manager of SapientNitro China, states:

‘This is a significant win for us as we continue to expand our

digital footprint across China and truly bring to life our customer

experience strategy. The insight-driven campaign will allow the

NBA China games to be more

approachable and truly deliver an unprecedented customer experience

for the

NBA across China.’

SapientNitro, The

National

Basketball

Association (

NBA), and digital media partners QQ

and Tudou, will finalize entrants by the end of September. The

promotion gives two fans a chance to accompany the Houston Rockets

and New Jersey Nets throughout

NBA China Games 2010. The Rockets

and Nets will play in Beijing on Oct. 13 at the Wukesong Arena and

in Guangzhou on Oct. 16 at the brand new, state-of-the-art

Guangzhou International Sports Arena.

The

NBA SUPERFAN Challenge invites fans

18 and older to submit a self-made video on Tudou

(http://nbasuperfan.tudou.com/) or write an article on QQ

(http://act3.sports.qq.com/5087/) that celebrates their passion for

the

NBA.

NBA fans will vote online to

determine the top 40 creative submissions from which the

NBA will pick two winners.

The

NBA SUPERFAN Challenge winners will

receive extensive access to all events and will shadow the players

during the

NBA China Games 2010 from Oct. 11

to 16. They will also meet

NBA legends, the dance teams, and

mascots, and will receive behind-the-scenes tours of both arenas.

To bring fellow fans closer than ever to the

NBA experience, the winners will

also share his or her personal stories about China Games via blog,

chat and live interviews.

NBA China Games 2010 will feature

the return of Chinese

NBA All-Star Yao Ming and will mark

the

NBA’s fifth set of preseason games

in China. The event will feature many activities for fans beyond

the games, including

NBA Cares community events,

interactive fan events, basketball development programs, player

appearances, and a variety of fan promotions conducted by the

league’s marketing, merchandise, television, and digital partners.

About the

NBA China Games:

In 2004, the

NBA became the first American

professional sports league to play games in China, with two games

between the Rockets and the Sacramento Kings in Shanghai and

Beijing.

NBA China Games 2007 featured three

games between the Cleveland Cavaliers, the Orlando Magic, and the

Team China All-Stars in Shanghai and Macao.

NBA China Games 2008 featured the

Milwaukee Bucks and Golden State Warriors playing in Guangzhou and

Beijing and. Last October, the

NBA game in Beijing featured the

Denver Nuggets and the Indiana Pacers.

About SapientNitro:

SapientNitroSM, part of Sapient, is the world’s first

customer experience company. We create and engineer highly relevant

experiences that accelerate business growth and fuel brand advocacy

for our clients. By combining multi-channel marketing,

multi-channel commerce, and the technology that binds them, we

influence customer behavior across the spectrum of content,

communication, and commerce channels, resulting in deeper, more

meaningful relationships between customers and brands. SapientNitro

services global leaders such as Citi, The Coca-Cola Company, Mars,

Singapore Airlines, Target, and Vodafone through our operations in

North America, Europe, and Asia-Pacific. For more information,

visit http://www.sapientnitro.com or follow us on Twitter

@sapientnitro.

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