FIBA and TCL will partner until the end of 2023 ©FIBA

The International Basketball Federation (FIBA) has announced a new global partnership with Chinese electronics company TCL off the back of a strong working relationship at the FIBA Basketball World Cup in 2019.

This announcement was made at the Internationale Funkausstellung – a world-leading trade show for electronic and home appliances in Berlin.

The partnership follows on from an agreement which was signed in 2018 and covers four years, running through until December 31, 2023.

Under the terms of agreement, TCL is granted exclusivity in the categories of home appliances, which includes televisions, refrigerators, washing machines and air conditioners.

The new expanded agreement provides commercial rights across all FIBA competitions including the men's and women's Olympic Qualifying Tournaments, FIBA Continental Cups, the FIBA Women's Basketball World Cup in 2022 and the FIBA Basketball World Cup in 2023.

Brand visibility is also part of the agreement with TCL sponsoring the "Player of the Game" award at FIBA competitions.

The company has been granted exclusive presenting sponsorship rights for the Asian qualifiers for the Asia Cup in 2021 and the FIBA Basketball World Cup in 2023.

"We are delighted to enter this exciting new partnership with TCL, following our hugely successful collaboration over the last two years," said Andreas Zagklis, FIBA secretary general.

"Our original partnership was mainly focused on the World Cup in China – we are thrilled that this has now expanded to be a more all-encompassing partnership across all FIBA competitions. 

"Our continued cooperation and the longer-term commitment from TCL attest to their passion for our sport and appreciation of the opportunities FIBA's unique global marketing platform offers to showcase TCL's innovative technology." 

Founded in 1981, TCL is present in more than 160 countries worldwide.

The TCL Player of the Game was added to the FIBA Basketball World Cup in 2019, with the late Kobe Bryant presenting the award for the final to Spain's Ricky Rubio at the Closing Ceremony in Beijing.