Firms reaching out to Chinese market through sports - Channel News Asia As a main sponsor of the 2008 Beijing Summer Olympics, United Parcel Service (UPS) had a field day when the event was reportedly seen by 96 percent of Chinese families. To keep up its profile in the country, the American package delivery company recently renewed its sponsorship for the Chinese Basketball Association (CBA). The CBA League is the most watched sports league in China, with 600 million cumulative TV viewers. Chris Grubb, vice-president of UPS (Asia Pacific Region), said: "We have a ten-fold increase as a result of our partnership with the Olympics in Beijing as well as CBA and so forth. So those are the types of things that lead to more revenue for UPS."