The International Basketball Federation (Fiba) has agreed a partnership with consumer goods company Procter & Gamble to promote shampoo brand Head & Shoulders in association with its major national team competitions through 2015.
Head & Shoulders takes on global partner status, starting with the upcoming Fiba World Cup in Spain from August 30 to September 14, and will also support the World Championships for Women in Turkey from September 27 to October 5 and EuroBasket 2015. The latter competition takes place from September 5-20, 2015, but is yet to be assigned a new host after staging rights were removed from Ukraine.
Additionally, Head & Shoulders will serve as the title sponsor of a new 3×3 tour in a number of countries around the world, with the winning nation granted a place in Fiba’s 3×3 World Tour – the new flagship property for basketball’s shorter format.
Fiba secretary general Patrick Baumann said: “The brand's commitment to our flagship events as well as the rapidly growing 3×3 discipline is good news for our sport and indicates an exciting new direction for basketball. We are committed to work closely with the Head & Shoulders brand towards a long-term partnership.”
Head & Shoulders joins Bwin, Champion, Intersport, Molten, Peak Sport, Tissot and the Spanish tourism agency Turespaña as a Fiba global partner.