The international governing body of basketball, the International Basketball Federation (FIBA) has announced a partnership extension with Yili Group, a leading dairy company in China and Southeast Asia.
The new agreement will bolster the existing relationship and encompass numerous key events. These include the FIBA Women’s Basketball World Cup 2026, the FIBA Basketball World Cup 2027, and this year’s FIBA Continental Cup tournaments for men and women.
After launching the collaboration in 2023 ahead of the FIBA Basketball World Cup, Yili’s on-court branding will remain one of its most valuable assets. This on-court presence has resulted in tremendous worldwide exposure via broadcast coverage, thereby supporting the brand’s global development strategy and laying the path for future international growth goals.
Yili additionally received an opportunity to launch powerful campaigns in two of the three host countries, the Philippines and Indonesia, where their local sub-brands played a critical part in increasing Yili’s awareness and engagement in these crucial markets.
Asia’s leading dairy brand has also continued to show great support for women’s basketball, taking an active part both before and during the FIBA Women’s Asia Cup 2025.
Yili and FIBA announced the continuation of their global partnership during the flagship event in Shenzhen, during a renewal ceremony attended by FIBA President Sheikh Saud Ali Al Thani and Yili Group’s General Manager of Brand Management Department, Zhang Yang.
To commemorate the occasion, Yili performed a powerful lion dance performance packed with several basketball themes, encouraging and supporting all of the teams competing in the FIBA Women’s Asia Cup 2025.
The company launched a number of integrated marketing efforts to demonstrate its admiration and support for all participating nations, as well as interactive basketball shooting challenges for local customers, which helped to generate a dynamic basketball scene around Shenzhen.
Yili will continue to promote the global expansion of basketball, with FIBA respecting the cooperation and looking forward to expanding it with even more meaningful and exciting activities in the future.
