FIBA, the International Basketball Federation, has announced a new three-year licensing agreement with Henan Zhongwo Industrial Co., whereby the company will become the Official Promotional Partner of FIBA and of the FIBA Basketball World Cup 2023.
During that same period, the company's flagship product, T Power energy drink, will become the "Official FIBA Energy Drink" in China.
T Power is not new to basketball and has been an official sponsor of the Chinese men's national basketball team for almost ten years and recently also became a partner of the Chinese women's national basketball team. T Power has become a well-known brand in China and, with this partnership, hopes to expand its popularity internationally with a unique new branding concept - "Power to Move Forward".
To celebrate the partnership, T Power will be launching co-branded cans and packaging featuring the FIBA Basketball World Cup 2023 logo, which will be marketed across all of China in the build-up to FIBA's flagship competition, which tips off at the end of August 2023.
Frank Leenders, Director General of FIBA Media & Marketing Services, said: "T Power is an exciting brand and we are very pleased to announce this new partnership with such an ambitious organization. Our fans in China are extremely passionate about the game of basketball and we believe that this partnership - specially designed for the FIBA Basketball World Cup 2023 - will ensure that we continue to engage with them in the lead up to our flagship event.
"We look forward to successfully working together with Zhongwo over the coming seasons."
Wang Ke, General Manager of Zhongwo Group, said: "We are honored to be joining FIBA for the next three years. Basketball is one of the most popular sports in China that has a huge impact nationwide, and we are pleased to cooperate with FIBA to further develop and promote the sport. This partnership is the first international sponsorship for Zhongwo and with it we aim to build on the global scope that FIBA has to amplify the T Power brand's international reach."
The deal was brokered by FIBA Marketing, a strategic partnership between FIBA and Infront Sports & Media.
FIBA (fiba.basketball) - the world governing body for basketball, is an independent association formed by 213 National Basketball Federations throughout the world. It is recognized as the sole competent authority in basketball by the International Olympic Committee (IOC).
Founded in 1999, Henan Zhongwo Industrial Co., Ltd., is a private enterprise, professionally dedicated to the production and sales of functional beverages. In 2012 the company launched leading products including T Power energy drink and others are bestsellers around the nation, ranked at the forefront in the industry.