Tag Heuer returns to keep time with CBA

Tag Heuer has been named as the official timekeeper and watch partner of the Chinese Basketball Association (CBA) for the 2017/18 season.

The agreement, announced at a press conference in Langrun Garden of Peking University, will see the Swiss luxury watchmaker devote itself to the development of Chinese basketball and promote the youth training cause through a well-established incentive mechanism. Additionally, Tag Heuer will produce a special CBA-themed watch under its Formula 1 series.

The new deal will allow Tag Heuer continue to run its basketball campaigns under the #DontCrackUnderPressure slogan.

In front of the CBA Chairman Yao Ming, CBA rookies Zhou Yixiang, Liu Hongbo and Duncan Overbeck Reid took part in a charity shooting challenge, along with TAG Heuer CEO Jean-Claude Biver, eventually donating RMB 188,888 to the National School of Development at Peking University.

In November 2015, TAG Heuer announced a termination of its 2-year sponsorship deal with the CBA, citing a unilateral breach of contract by Infront China, the league's exclusive marketing agent.

Source: Sina

Proofread by William Logsdon