MIES (Switzerland) - Tissot has expanded its support of FIBA and the global basketball community by becoming an official partner of eFIBA, starting with the upcoming Season 4.
The Swiss brand will benefit from a primarily digital presence, including being featured prominently across eFIBA’s social channels, as well as during all game-day streams and broadcasts.
The partnership will also spark the introduction of newly created features and assets, including TISSOT Clutch Time and a TISSOT MVP. This will be designed specifically for virtual basketball, with the aim of achieving a similar level of recognition as the iconic TISSOT Buzzer Beater.
The next season of eFIBA will culminate in the best national teams from around the globe battling it out to be crowned champions at the eFIBA Season 4 World Finals in Qatar in 2026.
Set to be held in one of the best-connected capitals on the planet, the showpiece in Doha will also see the eFIBA World Finals held in the Middle East for the first time.
By incorporating FIBA's official esports property into its extensive portfolio, Tissot is building on an already outstanding relationship, having been a Global Partner and the Official Timekeeper of FIBA basketball since 2008.
Tissot also has a well-established history of supporting basketball as an NBA sponsor - including increasing its brand visibility in virtual basketball through their longstanding involvement with the NBA 2K franchise.
FIBA Media and Marketing Services Director General, Frank Leenders stated:
We are very happy to expand our partnership with Tissot, underlining eFIBA's significant growth over the past five years and its incredible potential.
"During this very successful evolution of eFIBA, we continue to embrace and drive innovation so we can provide a first-class experience for players and fans and build even stronger and long-lasting connections with new audiences. Importantly, eFIBA is now also showing its appeal to commercial partners by demonstrating how it can reach into new markets, yet at the same time, remain firmly connected to the sport of basketball."
"We are excited to extend our long-standing partnership with FIBA by becoming an official partner of eFIBA. This move reflects our commitment to embracing the digital evolution of basketball and builds on our experience in virtual basketball through our partnership with NBA 2K," said Sylvain Dolla, CEO of Tissot.
"Integrating our brand into eFIBA with bespoke elements such as TISSOT Clutch Time and TISSOT MVP, alongside the iconic TISSOT Buzzer Beater, is key. It enables us to bring the strong recognition we have in traditional basketball into the digital space," he concluded. ### About FIBA FIBA (fiba.basketball) - the world governing body for basketball - is an independent association formed by 212 National Basketball Federations throughout the world. It is recognized as the sole competent authority in basketball by the International Olympic Committee (IOC). For further information about FIBA, visit fiba.basketball or follow FIBA on facebook.com/fiba, x.com/fiba, instagram.com/fiba and youtube.com/fiba.
About TISSOT Tissot, watchmakers blending tradition and pioneering spirit since 1853. Nestled in the Swiss mountains of Le Locle, Tissot crafts watches that become the storytellers of life's voyage: it's not just the destination that matters, but the importance of the path filled with significant milestones and unforgettable memories. The brand’s ambassadors, including American basketball star Damian Lillard, Italian motorcycling sensation Enea Bastianini, Slovenian cyclist Primož Roglič, and Chinese Actors Liu Yifei and Simon Gong exemplify the hours of dedication preceding one’s excellence. On a broader stage, Tissot also partners with the NBA, MotoGPTM, and the Tour de France as their Official Timekeeper. Discover Tissot’s collections: T-Touch, PRX, Chemin des Tourelles. Every Swiss timepiece crafted embodies a fusion of heritage and innovation, and while priced accessibly, stands as an enduring legacy defying the constraints of time. Going beyond watchmaking and timekeeping, Tissot accompanies individuals in every moment, celebrating not only the achievements, but the journey itself.