The International Basketball Federation (FIBA) has extended its commercial partnership with online betting giant Bwin through to 2014.
FIBA’s various events will be supported by Bwin party digital entertainment with the marketing and media rights covering EuroBasket 2011, the 2012 Olympic qualifying tournaments, EuroBasket 2013 and the 2014 FIBA World Championships for men and women.
In addition, Bwin will stream live action from the respective FIBA tournaments in more than 30 European countries with active Bwin sports betting customers able to watch all games for free.
Norbert Teufelberger, co-CEO of Bwin.party digital entertainment, stated: “The promotion of sports has always been an essential component of the Bwin sports brand philosophy. Basketball, along with football and motorcycle racing, is one of the three pillars of our sport sponsorship strategy.”
FIBA secretary general Patrick Baumann added: “This extension of the rights agreement proves that basketball offers a positive and growing platform for its sponsors. At the same time Bwin.party is a key ally in our efforts to fight illegal betting and to achieve a working relationship with the gaming industry.”
Bwin, which has attempted to increase its sports broadcasting rights portfolio in recent years and is also a partner of Portugal’s elite soccer league and MotoGP.