Nike and FIBA, the International Basketball Federation, today formed a new multi-year partnership covering FIBA’s senior men’s, women’s and youth flagship competitions worldwide. The agreement makes Nike the official partner for product and marketing at FIBA’s biggest competitions, including the FIBA Basketball World Cup.

In addition to the FIBA Basketball World Cup, Nike will also have exclusive category marketing rights for all FIBA events.

“We are very excited about this partnership with FIBA,” said Craig Zanon, VP/GM of Nike Global Basketball. “FIBA represents the highest level of international basketball competition, and Nike is committed to using our unmatched global reach to help foster player development and inspire fans around the world.”

As part of the new agreement, both organizations will promote the game with marketing communication and engagement of top players and ambassadors. In the first phase, this consumer connection will focus on the FIBA Basketball World Cup 2019 to be played across eight cities in China.

Since 2012, Nike, in partnership with the Chinese Ministry of Education, has implemented a physical education program focused on improving the capacity of teachers and the physical ability of students in schools throughout the country.

“We are honored to have helped ignite a powerful culture of basketball in China,” added Zanon. “Chinese basketball fans’ passion and appetite for the game promise to make the  FIBA Basketball World Cup 2019 a marquee global event.”

FIBA recently announced major changes to their qualifying system, including international teams playing more often. This new system will feature up to 1,200 international contests in the lead-up to FIBA’s showcase event, the FIBA Basketball World Cup. For fans, this will mean increased opportunities to see their national teams play on home soil prior to FIBA’s major tournaments.

“FIBA’s new qualifying system is a win for basketball fans around the world,” said Lynn Merritt, VP of global basketball sports marketing. “With this increased schedule and new emphasis on the international game, we look forward to helping connect fans to the energy and inspiration of their national teams and players.”

Photo courtesy Nike