FIBA has extended its partnership with Chinese dairy giant Yili, which will continue as a global partner of the global basketball governing body through 2027.

This extended partnership will grant Yili prominent branding, including on-court branding, at a number of showpiece FIBA events, including the 2026 FIBA Women's Basketball World Cup, the men’s 2027 FIBA Basketball World Cup, and the 2025 editions of the annual FIBA Continental Cup competitions (for both men’s and women’s tournaments).

The latter includes the FIBA Women’s Asia Cup, which began on July 13 and will run through July 20 in Shenzhen, China,

Yili became a global partner of FIBA in 2023, when it signed on to secure on-court branding at the 2023 FIBA Basketball World Cup, among other prominent inventory at the event.

The deal was once again brokered by FIBA Marketing, the strategic partnership between FIBA and the Infront agency.

Outside of basketball, Yili is also partnered with soccer’s Argentinian Football Association and German Football Association governing bodies, as well as prominent English side Manchester City.

Meanwhile, FIBA also announced the success of its recent 3x3 World Cup event, with significant digital engagement figures.

The showpiece tournament, which was staged in Ulaanbaatar, Mongolia, drew a record digital impact for the biennial event’s 2025 edition, amassing 226 million video views across FIBA’s digital channels, a major growth from the 160 million tally in 2023.

This was supplemented by growing overall engagement, which hit 242 million.

FIBA added 200,000 new social media followers to its range of accounts, while the event’s broadcast reach hit new heights thanks to a growth in global broadcast partners, 26, a record number up from 23 in 2023, covering 200 global territories.

This included the European Broadcasters Union, which expanded its FIBA partnership in anticipation of the event, which took place from June 23 through 29.