FIBA, international basketball’s global governing body, has entered into a three-year commercial partnership, centred around sports betting, with J9, a Philippines-based gambling firm.

The brand, which has become FIBA’s 10th global partner, will receive major commercial rights across all premium FIBA competitions during the next three years, including the 2023 Basketball World Cup, the 2022 Women’s Basketball World Cup and the FIBA Continental Cups for both men and women.

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The deal was brokered by FIBA Marketing, the strategic partnership venture between the governing body, and Infront, the international sports marketing agency responsible for securing multi-year deals for the federation's calendar of events.

J9 will use FIBA's various social media and digital platforms to boost awareness of its brand throughout all those major international events and will also use FIBA's internet domain to “promote basketball-related corporate social responsibility activities.”

The other FIBA global partners are as follows: NIKE, Molten, Ganten, Smart Communications, Tencent, TCL, Wanda, Tissot and Bitci (with the last of these joining the global programme in late August).

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Tissot agreed to a six-year extension with FIBA in July.

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Frank Leenders, the governing body’s media and marketing services director-general, said: “We are excited to have J9 joining the FIBA family as our most recent global partner. This partnership will certainly boost FIBA's goal of advancing the promotion of basketball worldwide."

James Chen, J9’s managing director, added: “With our innovative and digital ways, we are sure that we will be able to help FIBA deliver the charm and joy of basketball to more fans across the world.”

J9 will also put its name to the FIBA Basketball World Cup trophy tour, which is set to, the governing body has said, “deliver an exciting World Cup experience to fans and showcase its greatest prize as part of basketball celebrations.”