The International Basketball Federation (FIBA) has named Philippines-based sports betting and gaming operator J9 as its new global partner until 2024.

Under the terms of the agreement, J9 will gain commercial rights across FIBA competitions, including the men’s and women’s FIBA Continental Cups, the FIBA Womens’ Basketball World Cup 2022 and the FIBA Basketball World Cup 2023.

Identifying globalisation as an ‘important focus’, J9 will leverage FIBA’s platform to raise its brand awareness across global basketball events and audiences, whilst also utilising the governing body’s domain to promote basketball-related corporate social responsibility activities via its J9.basketball portal.

Managing Director of J9.com, James Chen, said: “It is a great honour for us to become a Global Partner of FIBA and to have the opportunity to contribute to the development of basketball globally. 

“With our innovative and digital ways, we are sure that we will be able to help FIBA deliver the charm and joy of basketball to more fans across the world.”

In becoming FIBA’s 10th global partner, J9 will present the 2023 FIBA Basketball World Cup Trophy Tour across several international cities, with the aim of ‘developing an existing World Cup experience’ to fans.

Frank Leenders, Media and Marketing Services Director General at FIBA, commented: “We are excited to have J9 joining the FIBA family as our most recent Global Partner.

“This partnership will certainly boost FIBA’s goal of advancing the promotion of basketball worldwide while at the same time bring fans closer to the game through new and improved experiences, including the Trophy Tour and other activities supported by our new Global Partner J9.”