The world governing body for basketball, the International Basketball Federation (FIBA) has announced a partnership with the Chinese dairy company, Yili.
Following the partnership, Yili has been named the global partner of FIBA. As per the deal, the Chinese company will possess key commercial rights, along with on-court branding at the prestigious FIBA Basketball World Cup 2023, which is scheduled for August this year.
As China also has a passionate basketball fans, collaborating with a Chinese entity will help the apex council to create itself as a brand, and would also promote the marquee event of this year, the world cup.
The dairy brand will also serve as the co-presenter of the FIBA Basketball World Cup App, and there will be Yili-branded towels that will be given to the players during break time.
FIBA Secretary General Andreas Zagklis, said, “We are thrilled to be able to welcome Yili to the FIBA Family as our latest Global Partner. Being a brand leader in Asia would be of huge significance at any time, but especially taking into account the upcoming FIBA Basketball World Cup 2023 in the region that has a combined population of over half a billion people”.
He further commented, “Yili also already has significant expertise and experience in sponsoring major sporting events and competitions, so we are confident this is a great partnership that will prove successful for both of us”.
Mr. Liu Chanxi, Executive President of Yili Group, said, “We are very happy to become a FIBA Global Partner, and everyone at Yili is excited by the possibilities it provides, both in terms of being able to grow our brand and in helping to make basketball even more popular – something which we know is already growing at a rapid rate”.
He also added, “The FIBA Basketball World Cup is one of the largest events in international sport and we are looking forward to helping to promote it and using such a big tournament to showcase our brand and products globally. It feels like a great fit for us.
Yili is a Chinese dairy brand that has over 2000 partners distributed in 39 countries across six continents. The dairy business from China has a well-established global market system that includes Asia, Europe, the Americas, and Oceania. It has 15 R&D and innovation centers and 75 production bases, and its goods are sold in over 60 countries and regions.