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TCL Cements Its Position As Asia’s Leading Basketball Sponsor
Under the deal, TCL is granted exclusivity in the categories of home appliances including TVs, refrigerators, washing machines and ovens with FIBA. It will also have Presenting Sponsorship rights for the Asian Qualifiers’ matches for next year’s World Cup, key commercial rights at the FIBA Women’s Basketball World Cup in Spain this September and next year’s FIBA World Cup in China.
Specific rights for the FIBA Basketball World Cup 2019 include having premium brand visibility on the court and being the presenting sponsor for the player of the game.
While TCL has clearly revved up its game in the overall Asian sponsorship market since Q117, it still has a mere 1.9% market share (~US$19.7m) and is hovering just outside the top 10 brands for the consumer electronics category since Q315.
However, it’s worth noting the bulk of TCL’s investment (~US$13.2m) has been in the Chinese basketball scene and this has obviously cemented its position as the biggest sponsor (40.5%) for its category in the sport. Major long-term deals are with the Chinese National Basketball team and Chinese Basketball League (CBA). It has also invested in marquee global sponsorship sponsorships deals such as a recent celebrity endorsement deal with Brazilian football superstar Neymar and NBA’s Minnesota Timberwolves.
The agreement was brokered by FIBA Marketing, the strategic partnership between FIBA and Infront, which is responsible for securing multi-year agreements related to FIBA’s new calendar of events
