FIBA inks four-year extension in global partnership with TCL
Basketball’s international governing body, FIBA, has announced a four-year extension of its global commercial partnership with Chinese TV and consumer electronics giant, TCL.
This renewal marks the continuation of a successful collaboration that commenced in 2018 and was reaffirmed in September 2020. The deal, facilitated by FIBA Marketing, the joint venture between FIBA and Infront sports marketing agency, solidifies the bond between the two entities.
“FIBA and TCL enjoy a strong partnership that is now being extended to a third consecutive World Cup cycle,” saidAndreas Zagklis, Secretary General at FIBA, stated,
“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.”
TCL Technology’s Vice President, Wei Xue, 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 globalisation through FIBA’s international exposure and activations, improving TCL’s global brand influence.”
TCL’s branding has been prominently displayed at major FIBA tournaments, including the 2023 Basketball World Cup held in the Philippines, Japan and Indonesia. TCL further enhanced its presence by constructing commercial display booths in all three host countries and implementing ‘Fan Cams’ at all 92 fixtures. The company has also attached its name to the ‘Player of the Game’ award at various FIBA events, showcasing a commitment to celebrating outstanding player performances.
This extension follows FIBA’s recent addition of international logistics company Kuehne+Nagel as a major commercial partner in late-November, designating the firm as the federation’s official global logistics supplier.
Among FIBA’s other global partners are renowned names such as NIKE, Tencent, Tissot, Wanda, J9, Smart Communications, and Yili.
TCL, on the other hand, has been expanding its sports partnerships, securing a deal with the German men’s national soccer team in late September. The four-year agreement, struck with the German Football Association, involves the national team promoting TCL and coincides with Germany hosting the UEFA Euro 2024 competition later this year.
TCL has also entered sponsorship deals with English Premier League heavyweight Arsenal, the Italian Football Federation, and the Royal Spanish Football Federation in the past year.
