Chinese consumer electronics company TCL has activated its first-time global partnership with the International Basketball Federation (Fiba) for the Women’s Basketball World Cup 2018, currently under way in Spain.
The partnership deal with Fiba, which came into effect In June, covers worldwide Fiba competitions, including next year’s men’s World Cup, until the end of 2019.
Headquartered in Huizhou, Guangdong Province, TCL manufactures television sets, mobile phones, air conditioners, washing machines, refrigerators and small electrical appliances.
TCL’s other global basketball partners include the NBA’s Minnesota Timberwolves and the Philippine Basketball Association.
The company also works with other sports partners, including MLS team San Jose Earthquakes, the Brazilian Football Confederation, Rosario Central FC (Argentina), The Melbourne Cup and Melbourne Victory Football Club.
At the start of last month, TCL bore the costs of implementing VAR in the final stages of the Brazil Cup. It contracted Brazil and PSG star Neymar before the 2018 World Cup in a global ambassador role.