Tissot’s courting Gen Z with its extended NBA partnership
Tissot has extended its partnership with the NBA, WNBA, and NBA G League, emphasizing a deep integration rather than mere branding. This partnership, which began in 2015, includes the launch of a state-of-the-art shot clock and the Tissot NBA Supersport 2025 Special Edition watch, positioning Tissot as a key player in the basketball community. The NBA's growing cultural influence, with over 87 million viewers in the U.S. alone, presents a significant opportunity for Tissot to enhance its visibility, especially among younger audiences, as nearly 50% of NBA fans are aged 25 or younger. The collaboration aims to engage the next generation of consumers by creating products that resonate with their lifestyle. The Tissot Supersport NBA Special Edition watch incorporates elements from basketball aesthetics, such as jersey numbers and textures reminiscent of the sport. By focusing marketing efforts on the 18 to 34 demographic, Tissot seeks to ensure its offerings appeal to young adults celebrating significant life milestones. The ongoing partnership not only underscores Tissot's commitment to accuracy and modern timekeeping but also positions the brand to capture the enthusiasm of a digitally connected fanbase.
