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TCL tips off Fiba contract with Women’s Basketball World Cup activation

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.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.