FIBA renews its partnership with Tissot, extending a commercial alliance that began in 2008 and will continue across major global basketball events.
FIBA, the global arm of basketball, has announced a sports business partnership renewal with the Swiss watchmaking brand Tissot, which continues its role as the official timekeeper and global partner of the apex basketball organisation. The partnership first began in 2008, making it one of the longest commercial alliances in FIBA’s history.
Tissot Continues to Be the Integral Part of Upcoming FIBA Events
By extending the partnership, Tissot will continue to play a key role in what is expected to be an unprecedented period of growth and success for the sport, driven by the prominence and growing popularity of FIBA’s flagship international competitions, such as the FIBA Women’s Basketball World Cup 2026 in Berlin.
The partnership was first started in 2008. · Credits: https://about.fiba.basketball/
Moreover, Tissot and FIBA will work together to continue to grow the global footprint of basketball, improve fan engagement and raise the profile of the sport in both developed and developing countries. This new cycle of the agreement will feature the FIBA Women’s Basketball World Cup 2030 in Japan and the FIBA Basketball World Cup 2031 in France. The two competitions are expected to raise the profile of the sport globally and attract fans from around the world.
Officials Statements on This Renewal
Expressing his remarks on this extension, Andreas Zagklis, FIBA Secretary General, 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, stated, “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.”
Founded by Charles-Félicien Tissot and his son, Charles-Émile in 1853 in Le Locle, Switzerland, Tissot is an iconic Swiss watchmaker that blends traditional craftsmanship with innovative technology. Throughout its long history, the brand has released notable horological milestones, such as the first mass-produced pocket watch with dual time zones and the first anti-magnetic wristwatch.