Basketball: Tissot, Coinbase, Kia, Google... the NBA reinforces its partnerships for 2021-22

Swiss watchmaker Tissot has extended its partnership as Official Timekeeper of the NBA from 2021-22, announced the North American governing body on 20/10/2021. Tissot has been a partner since 2015-16 and is also extending its commitments to the G-League (development league), the WNBA and the NBA 2K League (esports league).

The NBA is thus expanding its portfolio of partners for its 75^th season. Coinbase, a crypto-asset provider, became the NBA's exclusive and official cryptocurrency partner from 2021-22, on 19/10/2021. "The deal, which marks the first cryptocurrency platform partnership for each league, will consist of unique content, innovations, activations and experiences from Coinbase to educate fans on the increasing advancements happening across the cryptoeconomy," said the NBA, which generated $1.46bn (€1.22bn) in sponsorship revenue in 2020-21.

South Korean manufacturer Kia has also extended its exclusive partnership with the North American league for a 15^th consecutive season as its "official automotive partner". Kia will be the title partner of the NBA G-League's…