The six year partnership between CBA League and Tissot (2007-2012) was a dynamic, mutually-beneficial business success. Tissot fully leveraged the CBA League along with the buying power of one of the world’s greatest markets, while the CBA League continued rising as one of the most successful professional basketball leagues worldwide.
Reinforcing brand values - precision and performance
Tissot’s global sponsorship strategy was to use top sports properties to create a unique selling point for its watches by finding the right vehicle for each sales market. In China, the CBA League was identified as a sport to reach and appeal to the upwardly mobile, middle-class Chinese consumer and at the same time hold broad appeal.
The biggest domestic sports property in China
A comprehensive rights package, professional standards of implementation, state-of-the-art operations and the support of Infront – as an experienced and fully involved marketing company - created a unique combination of international know-how and local expertise. Infront was able to understand the expectations and requirements of Tissot as a European-based brand accessing the Asian market and helped to fully exploit the potential to reach new target groups – all whilst helping to boost the value of Chinese basketball.
- Tissot became the best-selling watch brand in China
- As Official Timekeeper, increased TV visibility was achieved through shot clock branding and on-screen branding for game statistics
- Perimeter advertising (rotating boards) at all venues were seen on CCTV-5 and various regional channels nationwide