FIBA and Global Partner Yili extend collaboration until 2027
13 hours ago
FIBA has extended its partnership with Yili after they underlined an impressive commitment to the sport by agreeing to extend their valued status as a FIBA Global Partner.
The new deal will further strengthen the existing collaboration and will cover several showpiece events. These include the FIBA Women’s Basketball World Cup 2026, FIBA Basketball World Cup 2027, as well as this year’s FIBA Continental Cup competitions for both men and women.
Having tipped off the collaboration in 2023 ahead of the FIBA Basketball World Cup – the most successful FIBA event in history, the on-court branding will remain one of Yili’s main assets.
This on-court presence has generated significant international exposure through broadcast coverage, effectively reinforcing the brand’s global expansion strategy and paving the way for international growth ambitions.
The FIBA Basketball World Cup also offered Yili an opportunity to activate hugely impactful campaigns in two of the three host countries – the Philippines and Indonesia, where their local sub-brands played an integral role in amplifying Yili’s visibility and engagement in these key markets.
Asia’s largest dairy brand has also continued to demonstrate strong support for women’s basketball, playing an active role both in the lead-up to and during the FIBA Women’s Asia Cup 2025.
Yili and FIBA revealed the extension of the Global Partnership at the flagship tournament in Shenzhen during a renewal ceremony attended by FIBA President, Sheikh Saud Ali Al Thani and General Manager of Brand Management Department Yili Group, Zhang Yang.
To further celebrate the moment, Yili presented a dynamic lion dance performance that was infused with many basketball elements, offering encouragement and support for all the teams taking part in the FIBA Women’s Asia Cup 2025.
Launching a series of integrated marketing campaigns to reflect the brand’s respect and support for all participating nations, there were also interactive basketball shooting challenges for local consumers, which has helped to create a vibrant basketball atmosphere across the city of Shenzhen.
Yili will continue to support the growth of basketball worldwide, with FIBA valuing the partnership highly and looking forward to deepening the relationship with even more impactful and inspiring initiatives in the future.