The world governing body for basketball, the International Basketball Federation (FIBA) has inked a sponsorship extension with a premium bottled water brand from China, Ganten until 2027.
The deal will also include the 2027 FIBA Basketball World Cup, which will take place in Qatar.
During the Serbia vs Canada FIBA Basketball World Cup 2023 semifinal game at the Mall of Asia Arena in Manila, an exclusive event was held to celebrate the partnership’s continuation.
Since 2018, Ganten, the top natural mineral water brand in Asia, has had exclusive principal commercial rights in the water category throughout all FIBA events.
Ganten provided more than 270,000 litres of water to the three host countries for the FIBA Basketball World Cup 2023. Additionally, Ganten sent out water bottles that were reusable to all 92 World Cup games participants, and in return, the company benefited from brand exposure on the new cutting-edge LED backstop units.
Ganten has a long history of working with elite sporting events, interacting with customers via sports, and actively promoting the growth of basketball. Given their long-standing partnership with the domestic CBA league in China, FIBA has enabled them to concentrate on expanding both the sport and their brand internationally. Ganten has exported goods to close to 30 nations and regions by utilizing its excellent supply chain skills.
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, which has taken place across three host countries, 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, and we are determined to continue offering the best possible experience at all of our events.”
Meihua Wang, General Manager of Ganten Brand Center, said, “Over the past six years of collaboration, Ganten has been providing high-quality natural mineral water to FIBA events worldwide, ensuring that players stay in their best shape during the games, contributing to the success of these events. Ganten and FIBA have advanced the development of global basketball together and built a strong friendship.
“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.”