TCL, a global leader in consumer electronics and the world’s No.1 Mini LED and Ultra-large TV brand, proudly celebrates its continued partnership with the International Basketball Federation (FIBA) in the wake of an exhilarating FIBA Asia Cup 2025, which concluded yesterday in Jeddah. The tournament saw the defending champions, Australia, claim their third title in a row following a thrilling encounter with China where they narrowly edged out the runners-up by only one point.
TCL’s alliance with FIBA, which began in 2018 and was most recently renewed in January 2024 through 2027, remains a cornerstone of the company’s global sports marketing strategy. The partnership provides TCL with premium brand visibility on courts, digital platforms, and live broadcasts worldwide, while also enabling meaningful contributions to the sport’s growth and development.
As part of this collaboration, TCL once again presented the highly anticipated “TCL Player of the Game” award, given at the end of each match to the standout player. The award went to Xavier Cooks for his exceptional contribution of 30 points and 9 rebounds in the final that helped his team, Australia lift the trophy.
“Our partnership with FIBA allows us to connect with fans across cultures through the universal language of basketball,” said Sunny Yang, General Manager at TCL MEA. “From electrifying moments on the court to inspiring grassroots programs, TCL is proud to champion both the passion of the game and the players who make it extraordinary.”
The FIBA Asia Cup 2025, held from August 5 to 17 in Jeddah, featured 16 elite teams from Asia and Oceania. From Australia’s dominating quarterfinal victory over the Philippines to intense showdowns between regional rivals, the tournament delivered world-class action and showcased the best of basketball in the region.
Through this sponsorship, TCL continues to engage fans with unique activations, including on-court activities and the popular Fan Cam experience, as well as leveraging exclusivity in product categories such as TVs, refrigerators, washing machines, and air conditioners.
