FIBA, basketball’s international governing body, has today unveiled a four-year global commercial extension with Chinese TV and consumer electronics manufacturer TCL.

The pair, who first partnered up in 2018 and then renewed in September 2020, have now renewed in a deal brokered by FIBA Marketing, the joint venture between FIBA and the Infront sports marketing agency.

Andreas Zagklis, secretary general at FIBA, has said: “FIBA and TCL enjoy a strong partnership that is now being extended to a third consecutive World Cup cycle.

“TCL has not only become synonymous with some of the best player performances in FIBA competitions, but they have also shown a great appetite to support wider basketball campaigns.”

Wei Xue, TCL Technology’s vice president, added: “During the past six years in our partnership, through our successful collaboration together, we have experienced international events such as the FlBA Basketball World Cup and the FlBA Women's Basketball World Cup.

“Working together with FIBA again, TCL aims to further accelerate its process of globalization through FIBA's international exposure and activations, improving TCL's global brand influence.”

Since first partnering, TCL branding has been displayed at all of FIBA’s major tournaments, such as the 2023 Basketball World Cup in the Philippines, Japan, and Indonesia. TCL, in addition, built commercial display booths in all three host countries and had 'Fan Cams' in place at all 92 fixtures.

TCL has also put its name to the 'player of the game' award at FIBA events.

FIBA last brought on board a major commercial partner in late November, when international logistics company Kuehne+Nagel was unveiled as a new sponsor.

The agreement will see the firm serve as the federation’s official global logistics supplier.

The other FIBA global partners, meanwhile, are NIKE, Tencent, Tissot, Wanda, J9, Smart Communications, and Yili.

TCL, meanwhile, became a partner of the German men’s national soccer team in late September.

The four-year deal, which was deal struck with the German Football Association governing body, came ahead of Germany hosting the pan-European UEFA Euro 2024 competition later this year and involves the national team promoting TCL.

TCL also signed sponsorship deals last year with English Premier League soccer team Arsenal, the Italian Football Federation, and the Royal Spanish Football Federation.