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NBA's Deal Making Tissot Official Timekeeper Won't Prevent Teams From Local Deals

The NBA's new timekeeping marketing deal announced this morning with Tissot will not prevent teams from signing local deals, as long as the marketing efforts stay within the league’s mandated 75-mile marketing territory limit, a league official said. The Tissot deal is the brand's first with a major U.S. sports property. It calls for Tissot to brand the 24-second shot clocks at all NBA arenas. The company will receive global rights for the NBA and its teams for timepieces, watches, clocks and watch accessories. In addition, Tissot will have signage attached to all NBA timekeeping systems, though specifics have not been finalized. The deal begins this week during NBA’s preseason Global Games in Europe, Central/South America. It was unclear how Tissot’s rights will impact those of current NBA watch licensees, which include Game Time and Modified (Lombardo & Lefton, Staff Writers). BLOOMBERG NEWS' Scott Soshnick cites a source as saying that Tissot deal is a "six-year sponsorship" worth $200M. As part of the deal, Tissot also "becomes the official timekeeper and watch of several marquee league events," including All-Star weekend and the NBA Draft. The league "won’t use Tissot’s timing system" during the regular season until the '16-17 campaign (BLOOMBERG NEWS, 10/5). NBA Exec VP/Global Marketing Partnerships Emilio Collins said that the league "was shopping around to find its official timekeeper as it was clear that more updated technology was needed to develop a more efficient system." NBA Exec VP/Operations & Technology Steve Hellmuth said that Tissot and the league "will also work with the league's television partners to synchronize the clocks in the arenas and the clock being shown on television." Hellmuth said that the NBA's timing technology "last underwent a full update" in '04. ESPN.com's Darren Rovell noted Tissot has "been the official timekeeper of FIBA" since '08, and "has had a deal" with Spurs G Tony Parker for five years (ESPN.com, 10/5). Click here to see the sports business portfolio for Tissot (Resource Guide LIVE).

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