Infront Sports & Media, the exclusive marketing partner of the Chinese Basketball Association (CBA) has announced that Tissot, the renowned Swiss watch manufacturer, has been named as the new official timepiece of the CBA, according to a press release from PR Newswire.

The long-term deal takes effect now and lasts for the next five years, covering all games in the League, including the play-offs and the hugely successful annual CBA All-Star Game. However, the financial terms of the deal haven’t been disclosed.

"We are a global brand that is aiming for a global partnership in the world of basketball. CBA is therefore the ideal partner for us. Additionally, China is a key market for Tissot and, as such, it was only natural to partner with the most popular televised sport in China,” François Thiébaud, Tissot President, said. “Offering timekeeping services and exclusively designed watches will also give our customers and partners an additional reason to be proud of their commitment to Tissot."

"We are delighted to welcome back Tissot as Official Timekeeper and sponsor of the CBA League. Tissot is a top international watch brand with a strong tradition in sports sponsorship. With the long-term commitment to the CBA League, Tissot builds on the league's professional development and its potential for effective sponsorship activation", says Infront's President & CEO Philippe Blatter. "Time measurement is essential to the game of basketball and as Official Timekeeper, Tissot will play a key role and strongly benefit from the growing popularity of basketball in China."

Apart from the deal, the Swiss watch brand also serves as official timekeeper to both FIBA and more recently the NBA.

Source: PR Newswire

Proofread by John Devlin