Tissot, the Swiss watch brand, has expanded its relationship with FIBA by becoming an official partner of eFIBA, the international basketball federation’s esports competition.
As part of the deal, the watchmaker will benefit from a primarily digital presence, including being featured prominently across eFIBA’s social channels, as well as during all game-day streams and broadcasts.
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The partnership will also include newly created features and assets, including Tissot Clutch Time and a Tissot MVP. This will be designed specifically for virtual basketball.
The next season of eFIBA will see the best national teams from around the world compete to be crowned champions at the eFIBA season four World Finals in Qatar in 2026.
The showpiece in Doha will also see the eFIBA World Finals held in the Middle East for the first time.
By incorporating FIBA’s official esports property into its portfolio, Tissot is building on a longstanding partnership, having been a global partner and the official timekeeper of FIBA basketball since 2008.
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By GlobalDataThe existing global partnership deal between the two parties, renewed in 2021, runs until 2027.
Tissot also has a long-term tie-up with the NBA – including increasing its brand visibility in virtual basketball through their long-running involvement with the NBA 2K esports franchise.
The NBA extended its deal with the brand earlier this year to take the partnership beyond a decade.
Frank Leenders, FIBA Media and Marketing Services director general, stated: "We are very happy to expand our partnership with Tissot, underlining eFIBA’s significant growth over the past five years and its incredible potential.
"During this very successful evolution of eFIBA, we continue to embrace and drive innovation so we can provide a first-class experience for players and fans and build even stronger and long-lasting connections with new audiences.
“Importantly, eFIBA is now also showing its appeal to commercial partners by demonstrating how it can reach into new markets, yet at the same time, remain firmly connected to the sport of basketball.”
