North American basketball’s NBA has renewed and expanded its global marketing partnership with Swiss watch brand Tissot.
The multi-year extension, which was unveiled at the league’s latest regular season game in Paris yesterday (January 23), will see Tissot continue to serve as the official watch and timekeeper of the NBA, Women’s National Basketball Association (WNBA), and NBA G League.
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The expanded collaboration will feature the introduction of a redesigned shot clock and timing system, the launch of the new Tissot NBA Supersport 2025 Special Edition watch and will make Tissot the presenting partner of an NBA Global Game in Europe for the next 10 years.
Tissot has been a major partner of the NBA since 2015.
The global partnership extension will be activated across marquee NBA events, including the NBA Cup, NBA All-Star, NBA Draft, NBA 2K Summer League, and NBA Global Games.
In recent months, the NBA has also renewed deals with kit supplier Nike and on-demand food delivery service DoorDash, and agreed new partnerships with oil company Castrol, restaurant chain Wingstop, and fashion brand Fear of God.
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By GlobalDataLast night, the San Antonio Spurs, featuring French star Victor Wembanyama, beat the Indiana Pacers 140-110 in the first of two regular-season meetings in Paris. The second encounter will take place tomorrow (January 25).
Tissot is also the presenting partner of the two Paris games.
