25/05/2022
Press Release
to read

FIBA Partner TCL set in motion 'Break & Believe' campaign to boost women's basketball

MIES (Switzerland) - FIBA Global Partner, TCL, has launched the new 'Break & Believe' campaign to boost women's basketball.

The objective of the program, done in partnership with FIBA's 'Her World, Her Rules' project, is to increase the participation of girls in the sport by recruiting more players at school age through various activities. 

TCL and FIBA want to fuel girls' interest by having them meet and listen to current and former players, and coaches, to hear their stories about how they grew in self-belief by playing basketball, and how they managed to overcome challenges in their careers and break barriers. After hearing from those that have been at a high level in the game, girls will be encouraged to participate in group discussions and a basketball training session.

The goal is not only to attract more players to basketball but to help them become better, more confident people.

FIBA Secretary General Andreas Zagklis said: "We are excited to work alongside our Global Partner TCL and launch this important project with them. We have placed a strong emphasis on Women in Basketball, one of our current strategic priorities for global basketball, with one of the goals to increase female players' participation. Initiatives like this are vital in helping to achieve this."

Yuki Wei, Vice President of TCL, personally invited all of FIBA's National Federation members through a video message to join this new initiative and work hand in hand with TCL to empower girls and support them and help build self-confidence and trust in themselves.

"TCL started its journey as a FIBA Global Partner in 2018. In 2021 we extended our support to FIBA's 'Her World, Her Rules' program. TCL shares the same values as FIBA and aims to empower more girls and women to reach their full potential," said Yuki Wei.

"TCL wants to continue to inspire young girls around the world with this new campaign and encourage them to break through their limitations and believe in themselves, with the support of FIBA and its National Federations. We strongly believe that those we inspire today will inspire us tomorrow."


'Her World, Her Rules' (#HWHR), a crucial element of FIBA's Women in Basketball strategy, began in 2018 and is a unique project and social media campaign aimed at promoting women's and girls' basketball across the globe through various activities delivered in partnership with National Federations. Many National Federations around the globe have received funding with #HWHR and the program continues to grow in popularity and success.

Additionally, TCL launched its own #TCLforHer global campaign in 2021, which saw TCL commit to empowering girls and women across the world.

As part of this project, participating National Federations will be able to enter a competition for the best Break & Believe campaign, with winners claiming various prizes. 

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About FIBA
FIBA (fiba.basketball) - the world governing body for basketball, is an independent association formed by 212 National Basketball Federations throughout the world. It is recognized as the sole competent authority in basketball by the International Olympic Committee (IOC).

For further information about FIBA, visit fiba.basketball or follow FIBA on facebook.com/fibatwitter.com/fiba,  instagram.com/fiba and youtube.com/fiba.

About TCL
TCL is a global leading intelligent technology company with a mission to ‘Inspire Greatness’. As a leading technology company, TCL provides diversified smart devices covering TVs, smartphones, audio and smart home products as well as displays, photovoltaics and materials. TCL is committed to bringing smart technology experiences and healthy lifestyles to consumers around the world.