Tissot agrees partnership for Chinese Basketball – Brand becomes Official Watch/Timekeeper of the CBA League
The CBA League is currently the most popular sports programming on television in China. Its ratings have led all other Chinese sports programmes in recent years and coverage is increasing as the new League format gathers momentum. Its aggregate TV audience last season reached 420 million (from 315 million the previous year and that was a 41% increase over the season before that). This is unmatched by any other league, foreign or local, basketball or other sport in China. Coverage of the CBA League is further complemented by a comprehensive on-line platform offering in depth coverage of the league and all of Chinese basketball from all angles at www.cbachina.com.
In addition, Tissot has acquired an exclusive license to manufacture CBA League and club branded watches and time pieces, which the company sees as a key part of its sponsorship activation strategy. This strategy has been successfully applied in some of Tissot’s other major sponsorships, including the MotoGP, NASCAR and the IIHF World Championship and will further promote the league and provide fans with an exciting opportunity to show their support for the CBA and it clubs. Aside from the USA, China is the most important growth market for the brand. This is the first time that Tissot has sponsored basketball, one of China’s two top sports.
Francois Thiebaud, Tissot President, said: “Partnering with major sports events is important for Tissot, underlining the brand’s dynamic nature and our values of precision and performance. China is a key market globally for Tissot and, as such, it was a logical step to partner with the CBA, the most popular television sport in China, with further growth expected in the future. 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.”
Li Yuanwei, CBA Vice-President, said: “This is another major step for the CBA League. We continue forming partnerships with international companies and this reconfirms that the CBA League continues to develop as the most popular and effective ways for brands to consolidate their presence in the Chinese market around sports.”
Infront’s President & CEO Philippe Blatter added: “This is an important long-term agreement with a major international brand and a further acknowledgement how attractive Chinese basketball is becoming as a sponsorship medium and a sure-fire way of reaching Chinese consumers. We are confident we can jointly activate the sponsorship so that it achieves all of Tissot’s and the CBA’s strategic objectives and generates significant value for both partners.”
About Tissot
Tissot, the ‘Innovators by Tradition’, has been pioneering craftsmanship and innovation since its foundation in 1853. Today Tissot is a member of the Swatch Group, the world’s largest watch producer and distributor. For over 154 years the company has had its home in the Swiss watch making town of Le Locle in the Jura Mountains but now also has a presence in over 150 countries. The Tissot innovation leadership is enabled by the development of high-tech products, special materials and advanced functionality. For more information: www.tissot.ch
For further information please contact:
Jörg Polzer
Manager, Communication & PR
Infront Sports & Media AG
Tel. +41-41-723 15 15
Fax +41-41-723 15 16
press infrontsports.com
www.infrontsports.com
Matt George
International Sponsorship Manager
Tissot SA
Tel. +41-32-933 32 80
Fax +41-32-933 33 17
matt.george tissot.ch
www.tissot.ch
