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Nike engages in wide-ranging Fiba partnership

The International Basketball Federation (Fiba) has signed an 11-year strategic partnership with US sportswear giant Nike that will cover the world governing body’s senior men’s, women’s and youth national team competitions.

The contract will run from 2017 to 2027, with Nike aiding Fiba through contributions in the areas of promotion, marketing communication and the engagement of top players and ambassadors. In a first phase, the related activities will focus on the 2019 Basketball World Cup in China.

Craig Zanon, vice-president and general manager of Nike Global Basketball, said: “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.”

Nike becomes a Fiba Partner in the sports apparel product category. As such, it has sponsorship rights for all men’s and women’s editions of Fiba’s competitions for the 2017-2027 period, including the 2019, 2023 and 2027 World Cups and their qualifying events, Women’s World Cups, Continental Cups and their qualifiers, Olympic qualifying tournaments, and U17 and U19 World Cups.

The advertising and promotional use of Nike's marks and imagery at these competitions will include the prominent presence of the ‘swoosh’ branding on the court, the integration of its branding across online and in-arena content as well as the provision of uniforms for on-court officials and volunteers.

The agreement also sees Nike become the title partner for Fiba’s World Rankings. Additionally, Nike will have the licensing rights to develop, distribute and sell a range of ‘Celebration’ products and footwear.

Patrick Baumann, Fiba secretary general, said: “This is a memorable day for Fiba as we team up with Nike, THE basketball brand by excellence. Fiba has already enjoyed the privilege of working with Nike, who is the founding partner of 3×3, our ever-growing and popular urban discipline. We look forward to this long-term partnership and it helping us grow the game globally, thanks to the unrivalled popularity as well as worldwide presence that Nike has to offer.”