Le Locle, Switzerland/Beijing, China - Tissot, the renowned Swiss watch brand, has been chosen as Official Timekeeper of the CBA League in China. The long-term partnership between the CBA and Tissot starts now and will go on for the next five years, covering all games of the CBA League, including the play-offs and the hugely successful annual CBA All Star Game. The agreement was secured by Infront Sports & Media, the media and marketing partner of the CBA.
Basketball is the most popular televised sport in China, with every CBA League game shown with as many as 417 games between November and April. At the end of last season, the games totalled 1,015 hours of live signals, 41 editions of Daily Summaries totalling 20.5 hours of programmes. The last match alone reached an audience of 191 million television viewers in china.
Tissot’s experience was a valuable asset for obtaining the role as Official Time Keeper to ensure precision timing at the highest level. It already has a major presence in the world of Basketball, as Official Timekeeper of both the International Basketball Federation (FIBA) and more recently of the National Basketball Association (NBA). Partnering with the CBA was the logical next step for the brand. The expertise it has gained, timing basketball games over the years, will now benefit the CBA. Tissot will be implementing a new shot clock, which is one of the most essential features of the game and, as Official Watch, will be creating a new collection dedicated to the League and their teams, portraying their spirit.
Francois Thiebaud, Tissot President, said: “We are a global brand that is aiming for a global partnership in the world of basketball. CBA is therefore the ideal partner for us. Additionally, China is a key market for Tissot and, as such, it was only natural for us to partner with the most popular television sport in China. Offering timekeeping services and exclusively designed watches will also give our customers and partners in the region an additional reason to be proud of their commitment to Tissot.”
“We are delighted to welcome back Tissot as Official Timekeeper and sponsor of the CBA League. Tissot is a top international watch brand with a strong tradition in sports sponsorship. With the long-term commitment to the CBA League, Tissot builds on the league’s professional development and its potential for effective sponsorship activation“, says Infront’s President & CEO Philippe Blatter. “Time measurement is essential to the game of basketball and as Official Timekeeper, Tissot will be in a key role and strongly benefit from the growing popularity of basketball in China.“
It's the Swissness at the very heart of Tissot that makes the brand such a distinguished one. The + in the Tissot logo is the same as the Swiss flag, symbolising the quality and the reliability that watchmakers have proudly demonstrated since 1853. The innovative brand remains in its home in Le Locle in the Swiss Jura Mountains, keeping its Swiss identity at its core. Tissot watches are authentic and accessible, using special materials, advanced functionality and meticulous design detail to create pieces that are both precise and stylish. The high calibre of the brand has been repeatedly recognised, as in its illustrious history Tissot has been named Official Timekeeper and Partner of the NBA, MotoGPTM, FIM World Superbike, FIBA, AFL, RBS 6 Nations Rugby and the World Championships of cycling, fencing and ice hockey. Tissot, which sells its timepieces in more than 160 countries round the world, is a member of the Swatch Group, the world's largest watch producer and distributor of Swiss watches. As it continues to create pioneering creations, Tissot stands by its signature, "Innovators by Tradition." www.tissot.ch
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 650 experienced staff working from 25 offices across 13 countries, delivering 4,000 event days of top class sport around the world every year.