By Mark Joshua Castro
MANILA—The NBA will have another brand new partnership, this time with Swiss number one traditional watchmaker in terms of volume and a member of the Swatch Group, Tissot.
The league announced on Monday that they inked a multi-year global partnership deal with the brand that will make Tissot as the first Official Timekeeper of the NBA, WNBA, and as well as the NBA D-League.
This will be the first time in 160 years that the watch brand agreed to a partnership with a major North American sport.
Under the agreement, Tissot adds to an early robust portfolio of international sports and sporting event partnerships.
Fans will also see Tissot-branded shot clocks that will be implemented across all 29 NBA arenas in the 2016-2017 season.
"TISSOT is very proud to join the NBA and to be able to create a bond with the players and the fans," said François Thiébaud, President of Tissot.
"The emotions and the spirit behind the sport will further translate into our products.
Our daily work is to dress time.
We can create pieces of beauty and accuracy but above all emotionality and that is what sport, and more particularly the NBA, is about.
"NBA commisioner Adam Silver likewise pointed out the importance of time in every game. "In basketball every second - or even tenth of a second - can be critical, and this new partnership with Tissot will bring a state-of-the-art timing technology to every NBA arena," said Silver.
"We are proud to partner with Tissot, a world-class brand with a long history of developing innovative and dependable timekeeping systems.
"The Swiss brand will also receive global league licensing rights for timepieces, watches, clocks, and watch accessories for all NBA teams.
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