As the first official timekeeper of the NBA, the global partnership enhances the game through a collaborative integrated timing system
The National Basketball Association and Tissot have entered into a new multi-year global partnership, making the Swiss watchmaker the first official timekeeper of the NBA, Women’s National Basketball Association (WNBA), and NBA Development League.
This tie-up marks the pilot time-keeping deal for the brand with a major North American sports league and the largest partnership in the company’s history of more than 160 years. With the agreement, Tissot adds to an already robust portfolio of international sports and sporting event partnerships.
Additionally, the watch company will receive global league licensing rights for timepieces, watches, clocks, and watch accessories for all NBA teams. In return, it will provide support for the partnership at its retail stores around the world.
The collaboration will tip off the week during the NBA Global Games 2015-16, featuring six NBA teams playing seven regular season and preseason games in six countries. Tissot will also serve as official Timekeeper and watch for several marquee league events, including the NBA All-Star, NBA Draft presented by State Farm, Samsung NBA Summer League, and NBA Global Games.
The watch-making heavyweight is set to make investments across all NBA teams and league broadcast partners. In addition, both brands will partner on a global basis through events, marketing, media, and the launch of new NBA-themed creative and advertising.
Finally, the company will work with the NBA to develop a state-of-the-art integrated timing system. The new precision platform, inclusive of Tissot-branded shot clocks, will be implemented across all 29 NBA arenas beginning with the 2016-17 NBA season.
“Tissot is very proud to be able to create a bond with the NBA’s players and fans. The spirit behind the sport will further translate into our products. Our daily work is to dress time. We create pieces of beauty and accuracy but above all, of emotionality, and that is what the NBA is about,” said François Thiébaud, President of Tissot.