FIBA, basketball’s international governing body, has unveiled sporting goods retailer Intersport as a new global partner through 2031.
Under the terms of the partnership, Intersport will support FIBA's flagship events, including the next two editions of the Basketball World Cups for both men and women, as well as the upcoming Continental Cups and the U17 Basketball World Cups for men and women.
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The company will also serve as FIBA's official event retail operations partner for selected national team competitions throughout the term of the agreement.
These events will include this year’s 2026 Women’s Basketball World Cup in Berlin and the 2031 men’s edition in France.
The 16-team Women’s Basketball World Cup will be held from September 4 to 13.
As part of the agreement, FIBA and Intersport will also collaborate on a range of lifestyle and non-competition related products, which will be available exclusively through the Intersport retail network from 2027.
Frank Leenders, FIBA's director general of media and marketing services, said: “This is great news for fans of flagship national team competitions who can look forward to exciting retail and event activations worldwide.
“Ultimately, this partnership will help expand the availability and visibility of the official FIBA licensing program, bringing fans even closer to the game and its biggest events.”
Intersport becomes FIBA’s ninth global partner, joining Nike, Tissot, Molten, Ganten, Smart, TCL, XTB, and Yili.
Investment platform XTB was most recently added to FIBA’s global partner portfolio earlier this year.
Tom Foley, CEO of IIC – Intersport International Corporation, added: “Basketball is one of the world's most accessible sports. With Intersport’s strong retail network and deep connection to local sporting communities, we see a meaningful opportunity to bring fans closer to the game through engaging retail experiences, exclusive activations and products.”
In terms of recent commercial activity for FIBA, the federation has this month already announced a partnership with global ticketing giant Ticketmaster for its flagship men’s World Cup in Qatar next year and renewed its deal with global transport company Kuehne+Nagel for another three years.
