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Chinese Electronics Giant TCL Sticks To Its Basketball Sponsorship Strategy
The global federation for Basketball, FIBA, has agreed a renewed four-year sponsorship deal with Chinese consumer appliances company TCL that will run until the end of 2023.
The deal will cement the Chinese white goods giant status as one of the eight FIBA global partners, their top sponsorship tier covering all of its competitions. TCL has secured exclusive rights in the home appliances category as well presenting sponsorship rights for the Asian qualifying tournaments for next year’s Asia Cup and the World Cup in 2023. The latter will be jointly hosted by Indonesia, Japan and the Philippines.
Prior to this deal, TCL was a FIBA global partner in 2018 and 2019, in a sponsorship deal covering last year’s World Cup in China. Its activation rights during the tournament included special edition products for the 2019 World Cup such as an 8K QLED television set designed for sports. Similar efforts will continue throughout the new deal.
The deal continues TCL’s reign as the most dominant brand (41%, ~US$11.9m) for the consumer electronic category in basketball sponsorship in the last 3 years in Asia.
