Here’s something exciting: The NBA isn’t just chasing expansion dreams—it’s chasing something bigger. Adam Silver and his team are always pushing boundaries, and they know growth isn’t just about adding new teams. It’s about making bold moves that shake things up. Sure, expansion hasn’t been a smooth ride, but setbacks? They’re just stepping stones. And now, with a jaw-dropping renewed billion-dollar partnership in play, the league is making headlines for all the right reasons.

Curious? You should be.

NBA shakes hands on a multiyear extension with $9.3B brand

From the Swiss mountains of Le Locle, watchmaking pioneers Tissot announced a multiyear extension of their global marketing partnerships that began in 2015. This partnership with the $9.3 billion Swatch Group (parent company of Tissot) isn’t limited to Adam Silver’s NBA. Instead, the extension applies to the NBA, WNBA, and the NBA G League as well.

“The expanded collaboration will feature the introduction of a redesigned, state-of-the-art shot clock and timing system, the launch of the new Tissot NBA Supersport 2025 Special Edition watch, and will make Tissot the presenting partner of an NBA Global Game in Europe for the next 10 years,” the league officially informed on Thursday.

Meanwhile, Tissot and the NBA dropped some big news in style. CEO Sylvain Dolla, NBA exec Salvatore LaRocca, and basketball stars Tony Parker and Sabrina Ionescu made it official before the NBA Paris Games 2025. The Indiana Pacers and San Antonio Spurs lit up Accor Arena with two regular-season games on Jan. 23 and 25. And yes, they gave a sneak peek at the slick new shot clock, too.

Tissot is taking its game to the next level with a brand-new shot clock, proving its deep connection to basketball. “We’re committed to enhancing the fan experience,” said CEO Sylvain Dolla, highlighting how their partnership with the NBA, WNBA, and G League is more than just timing—it’s a lifestyle. At the same time, NBA exec Salvatore LaRocca echoed the sentiment, calling Tissot a “valued partner” known for “innovation, precision, and creativity.” 

While some deals and expansions are checking the “successful” list, some aren’t. Yes, a dream-come-true 11-year $76 billion TV contract is excellent, but a global expansion? Wouldn’t that be great? Besides, Adam Silver’s hawk’s eye is set in Europe, amidst major setbacks.

The NBA Commissioner has his sights set on Europe for a potential new league amidst setbacks

The Athletic’s Mike Vorkunov reported on Friday that Adam Silver intends to start a new league across the Atlantic Ocean. However, last year in January when the idea was pitched, the NBA Commissioner was slammed with a setback. “While the exact details of the talks — which occurred over several sessions — are in dispute, the main aspects are not,” Vorkumov wrote. “According to multiple league sources at the NBA and EuroLeague with knowledge of the conversations, the NBA asked the EuroLeague to partner together on a European basketball league; the EuroLeague rejected the idea.”

The NBA’s push into Europe hit a roadblock with the EuroLeague standing firm. As the top competition outside the NBA, they had no plans to give up control. “They wanted the heart and the head,” said a key EuroLeague executive. The NBA, unwilling to settle for a deal with no real power, chose not to counter. Looks like this matchup is far from over. But, Adam Silver isn’t ruling out an NBA league in Europe just yet. Speaking in Paris on Thursday, he confirmed they’re exploring the idea but made it clear—there’s no deal on the table.

The league sees untapped potential, believing European leagues haven’t fully cashed in on basketball’s rising popularity. “While Europe continues to develop some of the best players in the world… we think that the commercial opportunity has not kept pace with the growth of the game,” Silver said before Victor Wembanyama put on a show against the Pacers. Silver further noted: “The potential to include existing clubs, absolutely, should there be interest. The opportunity to create sustainable competition, yes. Would we want to have to have a broad base of countries represented? Absolutely.”

And while deals and contracts from Europe are more than happy to collaborate with the league, the EuroLeague equivalent seems like a far-fetched dream. Does this mean it isn’t possible, even in the future? Well, that’s for the Basketball Gods to decide. Besides, Europe has yet to indulge itself deeply in the basketball culture, so maybe there’s still time for the NBA to wave their flags in the hoops across the Atlantic.