INTERSPORT and the International Basketball Federation (FIBA) have agreed to a global partnership running through 2031, combining FIBA’s international basketball platform with INTERSPORT’s extensive sporting-goods retail network.
The agreement will see INTERSPORT become a FIBA global partner, with the partnership spanning a number of the federation’s premier national-team competitions and creating new opportunities across event retail, licensing, fan engagement and consumer activations.
The deal covers the next two editions of both the FIBA Basketball World Cup and FIBA Women’s Basketball World Cup, alongside FIBA Continental Cups and the FIBA U17 Basketball World Cups for men and women.
As part of the agreement, INTERSPORT will take on the role of FIBA’s official event retail operations partner at selected competitions. The initial events include the FIBA Women’s Basketball World Cup 2026 in Berlin and the FIBA Basketball World Cup 2031 in France.
A major commercial element of the partnership will be the expansion of FIBA’s licensed merchandise offering. From 2027, INTERSPORT will exclusively distribute a range of FIBA lifestyle and non-competition-related products through its retail network, providing the federation with an additional route to market while giving consumers greater access to official FIBA merchandise.
The partnership will also feature dedicated in-store and event activations, allowing INTERSPORT to leverage FIBA’s competitions to create consumer experiences beyond traditional sponsorship visibility.
Frank Leenders, FIBA’s Director General of Media and Marketing Services, said, “This is great news for fans of flagship national team competitions who can look forward to exciting retail and event activations worldwide. Ultimately, this partnership will help expand the availability and visibility of the official FIBA licensing program, bringing fans even closer to the game and its biggest events.”
Tom Foley, CEO of IIC – INTERSPORT International Corporation GmbH, added, “Basketball is one of the world’s most accessible sports, with a unique ability to bring people together across communities, cultures and generations. We are proud to support FIBA’s national team competitions through this new global partnership. With INTERSPORT’s strong retail network and deep connection to local sporting communities, we see a meaningful opportunity to bring fans closer to the game through engaging retail experiences, exclusive activations and products that celebrate their passion for basketball.”
The partnership strengthens FIBA’s commercial strategy around retail and licensing while giving INTERSPORT a global basketball platform through which it can connect its international store network with one of the sport’s largest global audiences.
