The international governing body of basketball, the International Basketball Federation (FIBA) has inked a partnership extension with the Chinese electronics company, TCL Technology.
As part of the four-year agreement renewal, TCL will have the opportunity to do its branding at important FIBA events. The fan cameras for on-court action throughout each of the 92 games of the 2023 FIBA Basketball World Cup featured the logo of the technology provider. TCL is also the title sponsor of the ‘TCL Player of the Game’ award at FIBA competitions.
FIBA Secretary General, Andreas Zagklis, commented, “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.
“The highly active part they have played in promoting Women in Basketball, one of our strategic priorities, is the kind of added value that makes us particularly satisfied to be extending this agreement for another four years.”
Since the commencement of the collaboration in 2018, TCL received significant exposure at FIBA events, which have improved sales and reputation in the local market.
The two entities also worked together on the Corporate Social Responsibility project. The ‘Break and Believe’ effort to increase the popularity of girl’s and women’s basketball was unveiled at the 2022 FIBA Women’s Basketball World Cup in Australia as part of FIBA’s ‘Her World, Her Rules’ concept.
Wei Xue, Vice President of TCL Technology, said, “TCL is honoured to extend this strategic cooperation with FIBA for the next four years. During the past six years in our partnership, through our successful collaboration together, we have experienced international events such as the FIBA Basketball World Cup and the FIBA Women’s World Cup, which have brought passiona and joy to basketball fans worldwide.
“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. Let’s continue to inspire greatness.”