The sports drink and nutrition brand, Gatorade has inked a sponsorship collaboration with the international governing body of basketball, the International Basketball Federation (FIBA).
The agreement was reached to sponsor the FIBA Basketball World Cup 2023, which will be held in Japan, Indonesia, and the Philippines this year.
Gatorade will be a major local sponsor of the 32-team event, which will take place between August 25 and September 10. The agreement came to pass with Samahang Basketbol ng Pilipinas, the Philippines’ basketball regulatory organisation.
Gatorade will supply products to athletes and fans during the event as part of the agreement. Throughout the World Cup, the Philippines, Japan, and Indonesia will host group-stage games, with the final phase taking place in Manila, the Philippine capital.
Yili, Asia’s largest dairy company, was recently designated as a global partner by the FIBA. Key commercial rights, notably on-court advertising at the upcoming World Cup, have been handed to the Chinese-owned corporation.
Yili joins Ganten, Google, J9.basketball, Molten, Nike, Smart, TCL, Tencent, Tissot and Wanda Group in Fiba’s top-tier sponsorship division. Google was the most significant inclusion to the list, becoming the first ‘Global Partner of Women’s Basketball and the FIBA Women’s Basketball World Cup’.