Nike announced Monday an extended partnership with the International Basketball Federation (FIBA) for a multi-year partnership.
The collaboration spans apparel, footwear and equipment, and will cover FIBA’s senior men’s, women’s and youth flagship competitions across the globe, making Nike the official partner for product and marketing at FIBA’s competitions which include the FIBA Basketball World Cup.
“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.”
Through the partnership, Nike retains exclusive marketing rights for all FIBA events, continuing to bolster its basketball category. The first phase of the marketing campaign focusses on the FIBA Basketball World Cup 2019, set to take place in China across eight cities.
The collaboration comes after FIBA announced a new qualifying system, putting greater emphasis on international teams—spreading basketball across the world.
“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.”