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Google signs up as Fiba Women’s Basketball World Cup global sponsor

Tech giant and basketball's global governing body to work with ESPN on 2022 Women's World Cup broadcasts.

31 August 2022 Rory Jones

Getty Images

The International Basketball Federation (Fiba) has revealed technology giant Google as its first ever global women’s basketball partner, with a activations for the upcoming 2022 Women’s Basketball World Cup.

According to the Associated Press (AP), the partnership runs through the end of 2022 and will be evaluated for an extension at that point.

Signed ahead of this year’s tournament in Australia, which tips off in September, Google and Fiba will collaborate on expanding the Women’s Basketball World Cup’s reach alongside US broadcast partner ESPN. Google will also be the presenting partner of the ‘All-Star Five’ award that recognises the best starters from the tournament.

Google will amplify the six matches airing exclusively on the Disney-owned broadcaster’s linear channels in the US – a number that marks a new national high for the tournament. The remaining fixtures will be available on the ESPN+ subscription service, while fans will also have access to six games on Google-owned YouTube. The remaining games will be broadcast on Fiba’s Courtside 1891 subscription streaming platform.

Also a changemaker partner of the Women’s National Basketball Association (WNBA), Google has worked with the league and ESPN to increase the number of nationally televised games, as well as adding a dedicated women’s sports segment on SportsCenter.

“Fiba is determined to further build women’s basketball and take it to the next level, and we are delighted to welcome on board Google as a global partner for the women’s game,” said Andreas Zagkis, secretary general of Fiba.

“We are excited to work with such a prestigious brand with whom we share the same strategic goals in regard to women’s development.

“This partnership promises great things for women’s basketball and the interest in the game globally. Google and its worldwide reach opens countless possibilities to push women’s basketball in the future and we look forward to working with them to enhance the game and attract new fans.”

Kate Johnson, director of global sports, media and entertainment marketing at Google, added: “As Fiba’s first-ever Global women’s partner, we’re proud to help bring even more women’s basketball content to US airwaves and introduce fans to the global game.

“Through this partnership with Fiba and our collaboration with ESPN, we want to continue to extend visibility and exposure to women’s basketball globally and provide women athletes the recognition they deserve and have worked so hard for.”

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