Google sponsorship underwrites US broadcast distribution for Fiba Women’s World Cup

The USA women's team plays Nigeria in the quarter-final of the 2018 Women's Basketball World Cup in Tenerife, Spain. (Photo by Catherine Steenkeste/NBAE via Getty Images).

  • Silicon Valley brand to sponsor 2022 Fiba Women’s World Cup
  • Broadcast sponsorship deal with ESPN agreed in parallel to deal with federation
  • Fiba Marketing took inspiration from Google sponsorship of WNBA
Google has agreed to underwrite the largest ever US broadcast distribution for the Fiba Women’s World Cup as part of a deal to become the international basketball federation’s first dedicated sponsor for the women’s event.

The technology giant is understood to be paying between €1m ($1m/£870,000)) and €1.5m to become a 'Global Partner of Women’s Basketball and the Fiba Women’s Basketball World Cup' – the first time the global basketball federation has offered the opportunity to sponsor the women’s event as a standalone asset. The short-term deal encompasses the 2022 edition of the competition, with the two parties agreeing to discuss renewing the contract after the event.

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