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Wanda’s Infront Jumps for Basketball Rights to 2033

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John G. Mabanglo, European Pressphoto Agency via AP, Pool

Infront Sports & Media, a sports rights subsidiary of China’s Wanda, has taken over rights to FIBA, the International Basketball Federation, through four Basketball World Cup Cycles, until 2033.

Wanda will be FIBA’s worldwide exclusive partner for the sale and marketing of the worldwide sponsorship and licensing rights with respect to the FIBA Basketball World Cups and their Qualifiers, the Men’s and Women’s Continental Cups and their qualifiers, as well as the FIBA Women’s Basketball World Cups and Youth World Championships.

The deal covers branding, merchandising, event hospitality, on-site operations and marketing partner support and will see the creation of FIBA Marketing.

FIBA is to introduce a new competition system, from November 2017. Over a four-year cycle, more than 140 national teams will play regular home and away qualification games to guarantee their place at their Continental Cups and the FIBA Basketball World Cup. The 2019 World Cup will be held in China.

“The strategic partnership with FIBA is another major development that Wanda has made in the sports industry. Wanda will fully leverage its own influence, as well as Infront’s expertise, to raise basketball globally—and in China—to new heights,” said Wang Jianlin, chairman of the Wanda Group.

“Basketball has become a key sport within our portfolio, and is today part of our DNA,” said Philippe Blatter, President & CEO of Wanda Sports Holding. “With our shareholder Wanda Group, we can add significant know-how and utilize our global network to drive FIBA’s vision for the sport in many of its core markets including China.”

Wanda Sports Holding, is focused on: spectator sports (media & marketing business); participation Sports (active lifestyle business); and services (digital, production and service.) In the past two years, Wanda has acquired Infront, the Ironman endurance brand and stuck a long term deal with soccer’s controlling body FIFA.