Basketball Champions League Agrees with SPORTFIVE for Marketing and Media Rights


A multi-year partnership agreement has been signed between the International Basketball Federation (FIBA) ClubCo and SPORTFIVE. Under the agreement, SPORTFIVE will manage the combined marketing and global media rights of the Basketball Champions League (BCL) and the FIBA ​​Intercontinental Cup for the next three years, starting in season 2021-21.

The agreement was signed between SPORTFIVE and FIBA ​​ClubCo, a joint venture established in 2020 by FIBA ​​and the US-based investment group GCBH LP. With the commercialization of the media and the integration of sponsorship rights as part of a single initiative, this new partnership will take the Basketball Champions League to the next level, reshaping club competitions in Europe.

SPORTFIVE, a global sports agency, will act as a holistic partner that offers FIBA ​​a broad portfolio of services as well as manufacturing, distribution and commercialization. The main goal of the partnership is to continue the growth of tournaments and then to develop a truly fan-focused basketball experience that will become a world-class product for broadcasters and brands by increasing visibility on a global scale.

BCL CEO Patrick Comninos said: “We are delighted to see SPORTFIVE as a business partner for BCL’s media and sponsorship rights marketing. This collaboration is the result of a wider study of sales strategy for the upcoming seasons, and we now have the opportunity to develop a comprehensive business partnership with an industry leader. I would also like to thank the extensive internal resources we have benefited from over the last 5 years, which have contributed to the development and growth of BCL. Through this innovative integrated partnership, we look forward to further enhancing the business value of BCL with the support and expertise of SPORTFIVE. ”

“SPORTFIVE has extensive experience and a proven track record of advancing rights holders’ rights and taking them to the next commercial level,” said Robert Müller von Vultejus, SPORTFIVE’s CGO (Head of Growth). We are excited that FIBA ​​ClubCo is relying on our full service approach to this issue and this trust is for BCL, one of Europe’s leading basketball tournaments, in a professional framework that will appeal not only to its fans but also to suitable brands; I believe we will justify it with innovative solutions, contemporary distribution and partnership models ”.

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