Fiba signs licensing, academy deals for 2019 World Cup

The International Basketball Federation (Fiba) has today (Wednesday) signed off on a licensing deal for the 2019 World Cup in China and also revealed plans to open a new basketball academy in the country.

In collaboration with the China arm of the Infront agency, Fiba will work with Promotional Partners Worldwide (PPW) and Beijing Sinocraft Culture Development Co. (BSCD) to develop a range of merchandising products for next year’s tournament.

Products such as apparel, headwear, toys, souvenirs, homeware and books will be available for retail on-site at official promotional events in the lead-up to the World Cup, as well as during the tournament itself, which will feature a record 32 teams.

Under the Global Licensing Program agreement, Hong Kong-based PPW will serve as global master licensee and hold exclusive rights to produce and sell official licensed products as well as manage retail operations.

PPW has previously developed licensing programs for major international sports franchises and properties such as the 2018 Fifa World Cup national team football tournament and the 2008 summer Olympic Games in Beijing, China.

BSCD has been appointed as the exclusive licensing agent in China for precious metals, stamps and commemorative coins that form part of the retail collection. The company has also worked with various international sports properties in producing and distributing licensed products.

Fiba secretary general Patrick Baumann said: “The launch of the Global Licensing Program is an important step in the promotion of the Fiba Basketball World Cup and as part of the build-up to the tournament. It also presents an excellent opportunity to further enhance the fan's experience of the World Cup while also enabling them to tangibly bring the competition home.”

Meanwhile, ahead of next year’s competition, Fiba has set out plans to open a Basketball Academy in the Chinese capital, Beijing. The facility will be the first of its kind in the world to have endorsement from the sport’s global governing body.

The Basketball Academy forms part of the legacy program that Fiba is preparing for China after next year’s tournament.

“The Basketball Academy is a perfect element as part of the Fiba Basketball World Cup 2019's legacy because it will ensure that education and training in basketball and 3×3 take place across China,” Baumann said. “Putting in place and seeing through legacy plans at our events is something we take great pride in.

“The inaugural Basketball Academy in Beijing will provide optimal training to a new generation of China’s youth players, coaches and referees, who will become involved in our sport after being inspired upon seeing our flagship competition take their country by storm in 2019.

“The facility will also offer first-class training for off-the-court areas such as manager program for sports marketing and event operation.”

The 2019 World Cup will run from August 31 to September 15.