CBA clocks up partnership with Tag Heuer

The Chinese Basketball Association (CBA) has agreed a partnership with luxury watch brand Tag Heuer.

The two-year agreement names the Swiss company the official timekeeper and watch partner of China’s top tier basketball league. The deal will cover the upcoming 2015-16 season and the 2016-17 campaign.

As part of the agreement, Tag Heuer will develop a CBA-themed watch. The two parties will also team up on initiatives to improve the facilities available to young basketball players in China.

Leo Poon, directing manager at the Greater China branch of Tag Heuer, said: “The cooperation with the CBA will bring our brand to a broader platform to connect with young people closer than before. We also plan to support the game’s grassroots development and inspire more passion for the game among youngsters.”

The 2015-16 CBA season begins on October 31.