Chinese Consumer Electronics Giant TCL Renews FIBA Deal 

Chinese consumer electronics brand TCL—popular for its televisions—has renewed its deal with FIBA, the international governing body of basketball.

The commercial partnership which first began in 2018, will continue for another four years. Under the renewal,  TCL will continue to have a presence to do its branding at major FIBA events, including the fan cameras for on-court action and title sponsoring the Player of the Game awards. 

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.”

Wei Xue, Vice President of TCL Technology, said, “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.”

According to ASN data, TCL (9.1%, ~US$24.7m) is the 4^th largest spender for its category in the Asian sponsorship market and after a rather modest Q223 to Q423 spend, it is poised to invest slightly above US$6m for Q124, about 2.4x of its quarterly investment of US$2.5m. Some of the biggest deals from the Guangdong based consumer electronics brand include spends in Pakistan’s cricket scene,  namely Pakistan Super League franchise Peshawar Zalmi (~US$4m) Pakistan National Cricket team (~US$3.3m). In terms of Pan-Asian deals, they tend to range in the US$200k+ range, which includes the FIBA deal and endorsements from footballers like Phil Foden, Rodrygo, Pedri and Raphael Varane.