Chinese Basketball Association Partners With Swiss Watch Brand Tag Heuer
The Chinese Basketball Association named Swiss watchmaker Tag Heuer its official timekeeper and watch partner for the '17-18 season, according to SINA. The agreement will see Tag Heuer "devote itself to the development of Chinese basketball" and promote the youth training cause through a "well-established incentive mechanism." Additionally, Tag Heuer will produce a CBA-themed watch under its Formula 1 series. The new deal will allow Tag Heuer to continue to run its basketball campaigns under the #DontCrackUnderPressure slogan (SINA, 9/20).
NO HARD FEELINGS: In Beijing, Wang & Coco reported two years after suing the CBA, the move marks a "remarriage of sorts" for the league and Tag Heuer. In Sept. '15, the brand inked an exclusive timekeeper sponsorship deal from '15-17 with Infront Sports & Media. But two months later, Tag Heuer "discovered that branding for Swiss rival Tissot was appearing on some CBA tickets and marketing materials." Tag Heuer said in a statement at the time that Infront "had abruptly terminated the deal, and had given no reason." Tag Heuer "then announced it was suing the marketing agent in Beijing." Infront responded by announcing Tissot as the league's exclusive timekeeper. In February, Tag Heuer won its lawsuit against the CBA and was reportedly awarded around 1M yuan ($152,000) in damages. But "bygones appear to be bygones" (CAIXIN, 9/20).