FIBA, world basketball's governing body, has agreed a partnership with online gaming company Bodog Asia.
The agreement, which is described as a ‘major six-figure’ deal, will see Bodog sponsor the 2013 FIBA Asia Championship, which starts this week and runs until 11th August in the Philippines.
The tournament also doubles as the World Cup qualifiers for Asia, with the top three teams from the Asia Championship progressing to the 2014 World Cup in Spain.
Manila-based Bodog will receive perimeter boards and in-stadia LED advertising at the tournament.
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Izhar Biran, the marketing director for Bodog Asia, said: “Not only is the event on the doorstep of our headquarters here in Manila but it will be broadcast throughout the region with peak TV audiences expected to reach over 100 million.
“Very few events on the planet can offer those sort of numbers so this was an easy decision for us and we hope to bring our own brand of glamour is the Asia Championships.”