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Swiss watchmaker Tissot has become the first brand to sign up to the International Cycling Union’s (UCI) fledgling World Cycling Partner programme but the federation will look outside its portfolio to fill the remaining slots.
Swiss watchmaker Tissot’s Global Partner deal with Fiba, basketball’s global governing body, led to its biggest ever sponsorship agreement with the US-based National Basketball Association.
Reliability and practical application are at the front of watchmaker Tissot’s sponsorship strategy.