FIBA, the international basketball federation, and Chinese mineral water brand Ganten have today (September 8) renewed their global partnership until 2027.
The extended agreement will run through the next FIBA World Cup in Qatar in that year.
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The renewal of the partnership was unveiled with a special ceremony during today's semi-final game between Serbia and Canada at the 2023 FIBA World Cup at the Mall of Asia Arena in Manila, the Philippines.
Ganten has held principal commercial rights and exclusivity in the water category across all FIBA competitions since 2018 and will continue to do so during the next four-year cycle.
The deal was brokered by FIBA Marketing, the strategic partnership between FIBA and the Infront agency.
The last extension between the two parties was agreed in 2019, during the World Cup in Ganten’s home market of China.
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By GlobalDataThe water brand is one of 10 global FIBA partners alongside NIKE, TCL, Tencent, Tissot, Wanda, J9, Molten, Smart Communications, and Yili, which came on board in April.
Frank Leenders, FIBA Media and Marketing Services director general, said: "We are really happy to announce the continuation of our partnership with Ganten as we have had an impressive collaboration with them since we joined forces in 2018.
“At events like the FIBA Basketball World Cup, it is crucial for partners to activate both on the grand stage and within local communities. Our successful activations with Ganten have brought a range of benefits to both organizations.”
Meihua Wang, General Manager of Ganten Brand Center, said: "Ganten and FIBA have advanced the development of global basketball together. This renewal is not just a business partnership but also a commitment to sport and social responsibility.
“Ganten aims to continue to actively promote basketball globally, providing exciting experiences for fans worldwide."
Serbia defeated Canada 95-86 to reach the FIBA World Cup final and will face Germany on Sunday (September 10) after they beat the US 113-111.
