FIBA & TCL continue to enhance brand awareness in partnership renewal

credit: Shutterstock
credit: Shutterstock

The International Basketball Federation (FIBA) has announced the extension of its partnership with Chinese electronics company TCL Technology

The four-year partnership renewal will see TCL receive branding opportunities for major FIBA competitions. The technology company’s brand was on display during the 2023 FIBA Basketball World Cup, as well as fan cams for on-court activities for all 92 games. TCL is also the title sponsor of the ‘TCL Player of the Game’ at FIBA events. 

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.”

Through the partnership, that dates back to 2018, TCL has seen its globalisation efforts enhanced via exposure at FIBA events, bringing local market benefits from sales and reputation. 

The two parties collaborated on the Corporate Social Responsibility project. The ‘Break and Believe’ initiative to boost the appeal of girls and women’s basketball was launched at the 2022 FIBA Women’s Basketball World Cup in Australia and has been a part of FIBA’s ‘Her World, Her Rules’ project. 

Wei Xue, Vice President of TCL Technology, added: “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.”

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