The Chinese Basketball Association has proved its commercial appeal by attracting Swiss watchmaker TAG Heuer as its new sponsor.
The high-end brand has become official timekeeper of China's top-division professional basketball league until 2017, and will activate its campaign under the slogan "Don't Crack under Pressure".
The 2015-16 CBA regular season tips off on Oct 31 with the Beijing Ducks hosting the Xinjiang Flying Tigers.
Financial terms of the two-season deal were not disclosed during Wednesday's launch.
Leo Poon, general manager for Greater China, said TAG Heuer expects to better tap into the young consumer group while supporting Chinese basketball development through the partnership.
"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," Poon said.
As part of its commitment, the watchmaker will help build basketball courts, provide training facilities and organize youth training camps in China's remote and underprivileged areas.
A CBA-themed watch will be launched next year for both basketball fans and watch collectors.
As an active player in the sports marketing field, TAG Heuer earlier this year signed Chinese-American guard Jeremy Lin, who plays for the NBA's Charlotte Hornets, to be its brand ambassador, joining a glittering roster which also includes soccer star Cristiano Ronaldo and tennis sensation Maria Sharapova.
