Google partners with FIBA to become first-ever global women’s basketball partner

The International Basketball Federation (FIBA) has announced Google as its first-ever worldwide women’s basketball partner, with activations planned for the forthcoming Women’s Basketball World Cup in 2022. The partnership runs through the end of 2022, after which it will be evaluated for an extension.

Google, FIBA and US broadcast partner ESPN will work together to broaden the Women’s Basketball World Cup’s reach before this year’s competition in Australia, which begins in September. Additionally, Google will also serve as the sponsor and presenter of the “All-Star Five” award, which will honour the top stars from the competition. 

The 2022 FIBA Women’s Basketball World Cup will begin on Thursday, 22 September 2022, and conclude on Saturday, 1 October 2022. The six matches that are airing solely on the Disney-owned broadcaster’s linear channels in the US will be amplified by Google, setting a new record for the tournament on a national level. Six games will also be accessible to fans on Google-owned YouTube. The subsequent games will be shown on Courtside 1891, a streaming service available only to FIBA subscribers.

Speaking about the deal, Andreas Zagkis, Secretary General of FIBA said:

“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.

“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.“