By Johnny Askounis/ info@eurohoops.net
FIBA and Tissot have renewed their historic global partnership, extending a collaboration first established in 2008 into a third decade.
Additional details were announced on Monday.
Per the press release: “FIBA and Tissot have extended one of the longest-standing and most successful relationships in international sport by signing a renewal that will see the Swiss watchmaker continue as FIBA’s Official Timekeeper and Global Partner for many years to come.
The partnership renewal was announced following the successful conclusion of the FIBA Women’s Basketball World Cup 2026 in Berlin, underscoring the significance of the event as a global celebration of women’s basketball.
This builds on a collaboration that began in 2008 and has become one of the longest commercial partnerships in FIBA history. The new agreement underscores the strategic value both organizations place on the partnership and reflects their shared confidence in basketball’s continued global growth.
The agreement also highlights the shared commitment of Tissot and FIBA to precision, performance and innovation, ensuring world-class timing and technology remain at the heart of basketball’s biggest international competitions.
In extending the partnership, Tissot will remain a central partner during what is shaping up to be an unprecedented period of growth and success for the sport, fueled by the prominence and rising popularity of FIBA’s flagship global competitions, including the FIBA Women’s Basketball World Cup 2026 in Berlin.
This new cycle will include the FIBA Women’s Basketball World Cup 2030 in Japan and the FIBA Basketball World Cup 2031 in France, with both tournaments set to further showcase the sport on the global stage and engage fans around the world.
The deal also continues to provide Tissot with key commercial rights across all other leading FIBA competitions, including the men’s and women’s Olympic Qualifying Tournaments, FIBA Continental Cups for both men and women, as well as FIBA’s Youth World Cups.
Meanwhile, the long-term agreement reinforces Tissot’s longstanding role in supporting FIBA’s efforts to enhance the fan experience through cutting-edge timing technology, digital innovation and iconic activations that celebrate the moments where every millisecond counts.
Tissot has already become synonymous with the promotion of buzzer-beating plays at major international basketball events, as well as the Most Valuable Player awards, where it provides unique event branded watches to the selected players.
Earlier this year, Tissot unveiled the Tissot Seastar FIBA Women’s Basketball World Cup 2026 Special Edition, the first dedicated timepiece created by the brand for a women’s basketball world event, celebrating both the tournament and the continued growth of the women’s game.
Looking ahead, FIBA and Tissot will continue working together to grow basketball globally, deepen fan engagement and elevate the visibility of the sport across established and emerging markets.
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.”
Tissot’s longstanding commitment to basketball extends across the wider FIBA Family and beyond, with partnerships that also include the NBA and the International Wheelchair Basketball Federation (IWBF).”
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