The Team Marketing agency has agreed a partnership with basketball’s international governing body FIBA to sell commercial rights to the Basketball Champions League (BCL) and Intercontinental Cup competitions.
The deal was struck with FIBA ClubCo, the entity that was formed by FIBA and investment company GCBH to reshape the landscape of club basketball through its shareholding of the BCL club competition and Intercontinental Cup.
Through the tie-up, Team will advise FIBA ClubCo on strategy as well as market sponsorship rights for its key properties. During the first phase of their partnership, Team will support the BCL and FIBA Intercontinental Cup with a strategic review of the commercial approach for both properties and work together to refine their go-to-market strategy for 2024.
The agreement means the agency will have the global mandate to sell the marketing rights exclusively on behalf of FIBA ClubCo, starting with the FIBA Intercontinental Cup and BCL for the 2024-2028 period.
In addition, Team will offer support for the BCL competitions in the Americas and Asia.
Team is seeking to diversify its portfolio outside of its long-standing deal with European soccer’s governing body UEFA.
The firm has worked with UEFA in the global marketing and sale of its club competition commercial rights (including media, sponsorship, and licensing rights) since 1992.
In 2022, Team retained its contract with UEFA for the 2024 to 2027 cycle.
Patrick Comninos, Basketball Champions League chief executive, said: "We are extremely pleased to be entering this partnership with Team Marketing, an agency that has demonstrated that it can generate and grow value for club competitions that operate in a global environment.
“Team Marketing has an unparalleled record for product development and for helping shape the relevant sports ecosystem and we look forward to working together in this direction, as it is clear that the club competition environment in Europe could benefit from more clarity for the fans and all relevant stakeholders.”
Kerstin Lutz, managing director of business development at Team, added: “We are excited to play a role in the growth of basketball on a global level. Building long-term relationships and the best competitions are what we are known for, and we look forward to collaborating with FIBA ClubCo to help continue growing their successful club competitions.”
