No respite for FIBA. Basketball’s world governing body took advantage of the Men’s World Cup, held until Sunday September 10 in Indonesia, the Philippines and Japan, to consolidate its portfolio of commercial partnerships. During the final weekend of the competition, three new partnerships were signed. A sign of the times: all three involve Asian companies. FIBA has extended its sponsorship contract with Ganten, Asia’s leading natural mineral water brand, until 2027. The Chinese brand, which supplied more than 270,000 liters of mineral water in the three host countries of the 2023 World Cup, has accompanied FIBA since 2018. It has taken over for four years and will retain its commercial rights for the 2027 World Cup in Qatar. In Manila, FIBA also extended its partnership with Japanese equipment manufacturer Molten. Associated since 1982, the two parties will continue to work together for a fifth decade. The new partnership contract will cover the next two World Cup cycles. Finally, FIBA has extended its commercial agreement with Smart Communications, the Philippines’ leading mobile services provider, for a further four years.
