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on september 26, a press conference for the 2024-2025 chinese men's basketball professional league ("cba") was held in beijing, coinciding with the milestone moment of the cba's 30th anniversary. to celebrate this historical node, the cba league officially announced we have specially designed a 30-year themed logo, and also specially set up a 15th anniversary commemorative event and contract renewal ceremony with the theme of "fifteen years of long-lasting companionship, hand in hand for the future" for our long-lasting official partner tcl. express our attention and gratitude to this cba’s longest companion.

over the past fifteen years, tcl and cba have worked hand in hand. this long journey has been full of challenges and opportunities, and has also yielded countless growth and touches. tcl and cba have renewed their contract again. both parties will continue to leverage their respective strengths to build china's top basketball tournament and a global smart technology brand.

yao ming, chairman of the chinese basketball association, xu jicheng, vice chairman of the chinese basketball association and chairman of cba, wei xue, vice president of tcl technology and chairman of tcl charity foundation, jiang jian, general manager of cba, shang yongqiang, general manager of tcl technology brand management center, etc. guests attended the event, and together with the media and fans at the scene, witnessed the important moment of the 15th anniversary of the cooperation between tcl and cba and the contract renewal ceremony.

long-term companionship, deeply involved in the basketball world for fifteen years

the relationship between tcl and the cba league began in 2009. at that time, chinese basketball needed help, and tcl chose to step forward and become the official partner of the chinese men's basketball team and the sponsor of the cba league. in 2017, cba was established, and tcl upgraded to become the official partner of the cba league, further deepening cooperation and promoting the development of the cba league and chinese basketball. with fifteen years of loving companionship, both parties have joined hands together to achieve win-win results through thick and thin. as the cba league operations continue to innovate, the league's commercial value continues to increase, event attention and fan participation continue to increase, tcl has also gained high recognition from the market and fans.

ms. wei xue, vice president of tcl technology and chairman of the tcl charity foundation, said in her speech: "after fifteen years of working together, our original intention of loving basketball has never changed. using the spirit of basketball to connect more young people has also become the key to tcl brand communication. a solid bridge. today, i am very honored to announce that tcl will renew its contract with the cba league, and will provide more support for the league through technological innovation and brand power. at the same time, it will also bring more ultimate experiences to fans. we will continue to work together with the chinese basketball association to support the continuous development of chinese basketball.”

fans come first, technological innovation helps upgrade fan experience

cba has always been exploring the pursuit of win-win results with its partners, and its cooperation with tcl is a classic case. in recent years, the cba league has also been deepening its communication with young fans through various forms and accelerating the process of rejuvenating the league's own brand. tcl is also actively embracing young consumers, creating marketing activities for hot events among fans, creating high-quality topics and interactive content on social media, and continuing to strengthen the brand's penetration among young people.

from the league slogan of the 2022-23 season "it's up to me" to the 2023-24 season's "in the name of the city", the cba league is committed to creating and deepening local fan culture. in this process, tcl has also spared no effort to promote various marketing promotions related to the league, echoing the love and emotional connection between fans and consumers for basketball. last season, tcl took "dare to take action, fight for the extraordinary" as its theme. in addition to publishing hot event content on major mainstream media and social media platforms at important nodes such as the opening game, all-star game, and finals, it also launched a series of events based on fan-focused interactive events. at the cba all-star game, tcl not only provided fans with an exclusive online triple voting channel, but also brought a full range of smart technology products to the game site, built a fan interaction area, linked online and offline in a diversified way, and invited basketball experts people and fans interact deeply, experience the atmosphere of the all-star game together, and provide fans with a new technological viewing experience.

after fifteen years of cooperation, tcl has not only gone through ups and downs with the cba league, but has also witnessed the brilliant careers of many players, such as the chinese basketball legend yi jianlian. at yi jianlian's retirement ceremony, tcl presented yi jianlian with a special trophy, a huge tifo on the field, and lit up the landmark canton tower to pay tribute to yi jianlian's career.

full matrix basketball ip layout to promote the diversified and global development of basketball

working with the cba league for fifteen years demonstrates tcl's long-termism in sports marketing. in 2023, tcl will also become the official partner of the chinese women’s basketball team. the cry "you can always believe in the chinese women's basketball team" resounded throughout the country this year. tcl accompanied the chinese women's basketball team all the way back to the top of asia, helping the chinese women's basketball team create a double championship of the women's basketball asian cup and the asian games. tcl focuses more on the inheritance and future of basketball, and joins hands with yi jianlian to launch the "friends of tcl and yi jianlian" youth basketball charity project, providing a stage for young people with basketball dreams to express themselves and realize their dreams, and also provide a platform for more young people with basketball dreams to express themselves. people are paying attention to the potential and value of youth basketball.

2024 marks the 25th anniversary of tcl's globalization. since the establishment of its first overseas production base in vietnam in 1999, tcl's globalization journey has passed through the two major entities of tcl industrial and tcl technology, and has deployed three major areas: smart terminals, semiconductor displays, and new energy photovoltaics. core industries, business scope exceeds 160 countries and regions, and cumulative service users worldwide exceed 960 million, becoming a globally competitive technology industry group. at the beginning of this year, tcl once again reached an agreement with fiba ​​to renew its contract, continuing its strategic positioning of top basketball ip, and becoming the technology brand that has sponsored fiba ​​for the longest time. during the next cooperation period, tcl and fiba ​​will jointly witness the 2024 paris olympic women's basketball qualifying tournament, the 2025 fiba ​​fiba ​​continental competitions, the 2026 women's basketball world cup in germany, the 2027 qatar basketball world cup and more than 2,000 events. this top international basketball event is expected to radiate to 190 countries and regions around the world and reach billions of fans around the world.

based locally, facing the world. from the cba league to the chinese women's basketball team to fiba, tcl has achieved comprehensive coverage of basketball fans around the world through a full-matrix basketball ip layout, and continues to shine on a broader international stage.

let’s move forward hand in hand and dare to do something extraordinary for the future

today, the cba league and chinese basketball need to further catch up with the development pace of international basketball, and tcl, as a leader among china's top 50 global brands, must hold up the banner of chinese brands in the global market. as tcl founder and chairman li dongsheng once said: "globalization is the strategic development direction of china's manufacturing. if you don't go overseas, you will be out." in 2023, tcl tv won the second place among global brands and the first among chinese brands with sales of 25.26 million units. ;tcl csot's gaming display market share ranks first in the world for eight consecutive quarters; tcl zhonghuan's photovoltaic crystal chip sales ranks first in the world.

the cba league is constantly improving, and tcl is also constantly changing and innovating. "there will be times when the wind and waves break, and the clouds and sails will sail directly across the sea." on the road to returning chinese basketball to the top ranks of the world, tcl will continue to accompany and support it as an important partner. it is precisely because of the firm cooperation in the past fifteen years that both parties have full trust and confidence to move forward hand in hand, live up to what they love, and dare to do extraordinary things in the name of the city.