Fiba, basketball’s international governing body, has become the latest sports property to join US-based recovery and performance company Hyperice’s rapidly growing portfolio.
Under a new agreement, Hyperice will serve as the federation’s official recovery technology supplier across all top national team competitions until 2023.
The deal will cover Fiba's flagship events such as the Women's Basketball World Cup in 2022 and the men’s Basketball World Cup in 2023, as well as the Continental Cups and the U17 and U19 World Cups.
The tie-up was brokered by Fiba Marketing, the strategic partnership between the governing body and sports marketing agency Infront, and marks Hyperice’s first with an international sports federation.
Through the partnership, Hyperice will “showcase its technology across the Fiba landscape and further develop its reach with players and the wider basketball community in key international territories".
The sponsorship deal will begin during the Fiba Olympic qualifying tournaments this summer, at which players will have access to Hyperice's recovery products during matches.
Hyperice will also conduct workshops and webinars for Fiba's national federations to showcase the applications and benefits of its products and will make its technology available to players and medical staff at various Fiba competitions.
Jim Huether, chief executive of Hyperice, said: "Our partnership with Fiba will introduce Hyperice recovery technologies to more basketball fans worldwide as we develop authentic storytelling and engagement opportunities with trainers, athletes and partners.
"The alignment with Fiba will help drive performance for players while amplifying our global presence specifically in Europe and Asia."
Hyperice has secured a host of deals in the sports market over the past year with the likes of the NFL, NBA, MLB, UFC and PGA Tour, and last month agreed a multi-year partnership with the US Soccer.
It has also partnered with the NBA’s Los Angeles Lakers, the NFL’s Kansas City Chiefs, New Zealand Rugby and national federations USA Track and Field and USA Cycling.
Earlier this month, the brand signed up Erling Haaland, the Norwegian soccer star, as a new ambassador and investor, joining various high-profile athlete-investors such Japanese tennis star Naomi Osaka, the NFL's Patrick Mahomes, the NBA's Ja Morant and MLB's Fernando Tatis Jr.
To further its basketball footprint, Hyperice this week teamed up with the Los Angeles Sparks of the WNBA in a multi-year deal.
It marks the company’s first agreement in the WNBA and the first team deal between Hyperice and a women's professional basketball team.
Sparks players and training staff will have access to Hyperice technology both at their practice facility and on the sidelines for game days.