by Brian Lipton

TISSOT 2The National Basketball Association (NBA) and Swiss watchmaker TISSOT have announced a new multiyear global partnership that makes the watch brand the first Official Timekeeper of the NBA, Women’s National Basketball Association (WNBA), and NBA Development League (NBA D-League). In addition, the watch company will receive global league licensing rights for timepieces, watches, clocks, and watch accessories for all NBA teams.

TISSOT, a member of the Swatch Group, will work with the NBA to develop a state-of-the-art integrated timing system. The new precision timekeeping system, inclusive of TISSOT-branded shot clocks, will be implemented across all 29 NBA arenas beginning with the 2016-17 NBA season.

The deal requires TISSOT to make investments across all NBA teams and league broadcast partners, to work with the NBA on events, marketing, media, and advertising, and support the NBA at its retail stores across the world. The partnership officially begins this week during the NBA Global Games which will feature six NBA teams playing seven regular-season and preseason games in six countries.

This marks the first Official Timekeeping partnership for TISSOT with a major North American sports league and the largest partnership in the company’s history of more than 160 years.