Swiss luxury watch brand Tissot has plans to extend its sponsorship deal as the official timekeeper of Asian Games with the Olympic Council of Asia (OCA) for another 12 years.
Tissot chief executive Francois Thiebaud has said that the early allocation of hosting rights to Nagoya, Japan in 2026 could see an early renewal for the brand. The company has already signed up as the Official Timekeeper of the 2022 Asian Games in Hangzhou, China.
He said that long-term certainty as to where the Games will be hosted is a key factor in the brand’s decision-making. “We’ll work with the Olympic Council of Asia and see what we can do, working towards 2026 and possibly 2030,” Thiebaud told Olympic news website Around the Rings.
“We’ve been one of the Games’ constants over the last 20 years, and even before that, with the Swatch Group. That allows the OCA to know we will deliver a quality event. Without us, there is no Games.”
Tissot released four new watches for Asian Games 2018 in Jakarta and Palembang concluded last month, stocks of which are now sold out.
Partnering with the Games correlates with strong sales for Tissot, and as China and Japan are two of Tissot’s largest markets, an extension until 2026 looks likely.
Tissot also serves as the official timekeeper for a number of major sports bodies and events including MotoGP, ice hockey, cycling, the International Basketball Federation (FIBA) the Fencing World Championships, the Women’s National Basketball Association.
It has also sponsored the Swiss national team, the Chinese Basketball Association and other basketball-related events, teams, and organizations.
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