Nike-FIBA deal for global basketball promotion

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The International Basketball Federation, FIBA and top global sports apparel brand Nike have signed an 11-year commercial agreement to promote the sport worldwide. The deal, spanning the 2017-2027 period, will be covering FIBA’s Senior Men, Women and Youth flagship national team competitions, world and Olympic qualifiers.

FIBA, the sport’s governing body, with 213 National Member Federations all around the globe, sees this agreement as to grow basketball worldwide, focusing on the leading official competitions such as the FIBA Basketball World Cup and the Continental Cups.

NIKE being the number sports brand in the world, is confident about the deal and will benefit from long-term global marketing rights related to the major FIBA national team competitions. FIBA’s ambitions to grow the game will be supported by Nike contributions in the areas of promotion, marketing communication and the engagement of top players and ambassadors. In a first phase, the related activities will focus on the FIBA Basketball World Cup 2019 in China.

The agreement also sees Nike become the title partner for FIBA’s World Rankings – one of the most visited sections on FIBA.com, with countries ranked based on the performances of their national teams – renaming it Nike FIBA World Rankings. Additionally, Nike will have the Licensing Rights to develop, distribute and sell a range of Celebration products and footwear. The deal also grants to Nike the exclusive category marketing rights for all FIBA events.

As part of the new agreement, both organizations will promote the game with marketing communication and engagement of top players and ambassadors. In the first phase, this consumer connection will focus on the FIBA Basketball World Cup 2019 to be played across eight cities in China.

FIBA has recently announced major changes to their qualifying system, one result of which will be international teams playing more often. This new system will feature up to 1,200 international contests in the lead-up to FIBA’s showcase event, the FIBA Basketball World Cup. For fans, this will mean increased opportunities to see their national teams play on home soil prior to FIBA’s major tournaments. For Nike, this means increased marketing opportunities.

Statistics and facts of Nike

Nike has employe about 70.0 thousand people worldwide in 2016, and their global revenue generated more than US$ 32 billion. The North American region of Nike generated the largest portion of the company’s revenue that year; i.e., almost $15 billion, with the Oregon based company’s athletic footwear segment generating approximately $9.3 billion of that.

In 2013, the Nike spent about $1.09 billion on advertising in the United States alone.


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