FIBA and Swiss watchmaker Tissot have extended their global partnership through a new multi-year agreement, continuing a commercial relationship that began in 2008 and will now enter its third decade.
Under the renewed agreement, Tissot will remain FIBA’s official timekeeper and global partner, maintaining its presence across the federation’s major international competitions. The portfolio includes the FIBA Basketball World Cup, FIBA Women’s Basketball World Cup, Olympic Qualifying Tournaments, Continental Cups and Youth World Cups.
The extended partnership will also cover two of FIBA’s upcoming flagship events, the FIBA Women’s Basketball World Cup 2030 in Japan and the FIBA Basketball World Cup 2031 in France.
Tissot’s role extends beyond traditional sponsorship rights, with its timing and scoring technology integrated into FIBA competitions. The watchmaker has built a strong association with some of basketball’s defining moments, particularly the shot clock, game-ending plays and buzzer beaters, creating a direct link between its brand proposition of precision and the sport.
FIBA Secretary General Andreas Zagklis said, “We are delighted, since both the length of the extension and the fact that we will be working together with Tissot into a third decade is the strongest possible indicator of just how successful this partnership has been, and also how closely aligned we are in our aims. FIBA and Tissot will continue to innovate together as partners to make sure we keep pushing and breaking new ground, particularly when it comes to enhancing the fan experience and taking the sport to new heights.”
Sylvain Dolla, Tissot CEO, added, “Some of the most unforgettable moments in basketball happen in an instant. A game-winning shot, a buzzer beater or a play that becomes part of sporting history can all be decided in the smallest fraction of a second. This is what makes our partnership with FIBA so meaningful. For many years, Tissot has been at the heart of these moments, and we are proud to continue capturing what makes basketball unforgettable for fans around the world, while continuing to innovate and deliver cutting-edge timing and technology to the sport.”
The partnership will continue to feature the Tissot Buzzer Beater and Tissot’s association with tournament Most Valuable Player awards. The relationship has also expanded into women’s basketball and esports, including a dedicated FIBA Women’s Basketball World Cup timepiece and Tissot’s involvement with eFIBA.
The agreement further strengthens one of FIBA’s longest-running commercial partnerships, demonstrating how a sponsorship can evolve into an integrated platform spanning technology, content, fan engagement and competition experiences.
