# Professional Sports Partnerships The NBA and Tissot Partnerd to Create a New Shot Clock By Hayley McGlone | Published 2016-07-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/shot-clock References: [wired](http://www.wired.com/2016/07/nbas-new-shot-clock-slick-swiss-made-ticker/) & [espn.go](http://espn.go.com/nba/story/_/id/16852164/nba-unveil-new-shot-clock-timing-system) Swiss watchmaker [Tissot](https://www.trendhunter.com/trends/tissot-seastar-wilson-wnba-watches) is collaborating with the [NBA](https://www.trendhunter.com/trends/sports-engagement) to update the sport's long outdated shot clock. The new Tissot shot clock is a transparent panel with LED lights and is controlled with a touchscreen. Tissot is supplying 87 systems to the NBA, meaning each arena in the league will receive three of the new shot clocks. The updated shot clock system will enable Tissot to send system updates and new features easily. This means that for the first time in NBA history, the league will be using the same shot clock system. Tissot kept fans in mind when developing the new shot clock which is made of transparent glass, so fans sitting behind the hoop will still be able to see all the action on the court. The new shot clock will make its debut during the NBA Summer League games. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 23% | Activity: 13% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Why This Trend Is Growing - **Smart Sports Equipment:** Opportunity for companies to collaborate with sports leagues to create innovative equipment. - **Integrated Technology:** Creating partnerships to integrate technology into traditional sports can enhance the fan experience. - **Efficient Operations:** Upgrading outdated systems can improve the efficiency of operations for sports leagues and teams. ### Industries Being Reshaped - **Sporting Goods:** Companies that create smart and innovative equipment can partner with sports leagues to enhance gameplay. - **Technology:** Digital and tech companies can collaborate with sports leagues to bring new technology to the field or court. - **Entertainment:** The integration of technology and sports can enhance fans’ viewing experience and can be a lucrative opportunity for entertainment companies. ## Related on Trend Hunter - [Basketball-Textured Timepieces](https://www.trendhunter.com/trends/tissot-seastar-wilson-wnba-watches.md) - [Professional Tennis Watchmaker Partnerships](https://www.trendhunter.com/trends/nexo-dallas-open.md) - [Interactive Basketball Trackers](https://www.trendhunter.com/trends/spalding-x-siq.md) - [Football League Timepiece Partnerships](https://www.trendhunter.com/trends/official-timepiece-partner.md) - [Immersive Sports Engagement Solutions](https://www.trendhunter.com/trends/sports-engagement.md) - [Sport Performance Biometric Tools](https://www.trendhunter.com/trends/kinexon-sports.md) - [Limited-Edition Basketball Timepieces](https://www.trendhunter.com/trends/gshock-gbm2100rh-rui-hachimura.md) - [Tournament Timekeeping Partnerships](https://www.trendhunter.com/trends/uefa-womens-euro-2025.md) - [Fashion Sports Partnerships](https://www.trendhunter.com/trends/coach-x-wnba.md)