The International Basketball Federation (Fiba) has announced a sponsorship deal with J9.com. This collaboration makes J9, the 10th global partner of FIBA.
FIBA along with its new Philippines based partner will be teaming up until 2024. The betting platform of J9 will be presenting the FIBA Basketball World Cup 2023 Trophy tour in a bid to boost awareness of the sport.
This agreement will see the betting platform get key commercial rights across FIBA competitions. This includes the FIBA Continental Cups for both men and women, FIBA Women’s Basketball World Cup 2022, followed by FIBA Basketball World Cup 2023.
“We are excited to have J9 joining the FIBA family as our most recent Global Partner,” said Frank Leender, FIBA Media & Marketing Service Director-General.
“This partnership will certainly boost FIBA’s goal of advancing the promotion of basketball worldwide while at the same time bring fans closer to the game through new and improved experiences.”
Signing a partnership with FIBA, J9 aims to reach out to a big chunk of basketball fans and increase awareness about the brand. The Philippines based betting platform will also seek to promote the sport and its related social responsibility activities via its portal J9.basketball.
“With our innovative and digital ways, we are sure that we will be able to help FIBA deliver the charm of the joy of basketball to more fans across the world,” said James Chen, Managing Director of J9.com.
In their bid to bring the fans closer to the game, FIBA merged with the streaming giant Twitch to show around 600 hours of live basketball action each year to the Switzerland based federation channel, along with more unique programming formats.
In what is seen as a plan by FIBA to reach out to the global audience in promoting the league and sport, they allowed the access of official footage to fans and creators to create FIBA- related content. They were successful in establishing a global network through this strategy, stretching to countries like Australia, France, Italy, Spain and also the US.