FIBA Boosts Canada By Signing Deal With Market Leader Sportsnet
November 15, 2021
The world basketball governing body FIBA has expanded its media presence in North America with the announcement of a long-term broadcast rights agreement with the multiplatform Canadian network, Sportsnet. Through this new partnership, Sportsnet becomes the exclusive broadcast rights holder for FIBA’s major events through to 2025.
Canada has a passionate basketball fan base that is rapidly growing. The national teams for both women and men played at the previous FIBA Basketball World Cups in 2018 and 2019, and Canada won the FIBA U19 Basketball World Cup in 2017. Both the men’s and women’s Canadian national teams will be on court a lot over the next four years with main events like both FIBA Basketball World Cups, the FIBA AmeriCups and their respective qualifiers. Sportsnet is looking to help build a legacy for basketball in the country by becoming FIBA’s exclusive rights holder in Canada.
Basketball is already part of Sportsnet’s programming as they are the NBA’s broadcast partner. The company is also the official Canadian NHL ice hockey national multimedia rights holder, and it is the Canadian leader in Major League Baseball television broadcasts.
“This is great news for basketball fans in Canada,” FIBA Media and Marketing Services Director General, Frank Leenders said. “The passion for the sport in this part of the world is evident and this partnership with Sportsnet allows for the creation of new synergies and increased levels of commitment which will provide fans with unprecedented coverage and access to FIBA competitions in the years to come.”
“As the home of extensive basketball coverage in Canada, Sportsnet is proud to partner with FIBA to bring Canadians front-row access to the country’s brightest stars on the world stage,” said Bart Yabsley, Sportsnet President. “Complementing our network’s NBA, WNBA and Canada Basketball content, today’s partnership with FIBA reinforces our ongoing commitment to building a basketball legacy for players and fans alike in Canada. We look forward to collaborating with FIBA to make these international games available as part of Sportsnet’s industry-leading portfolio of the basketball games that fans want.”