FIBA and Intersport Announce Global Partnership Through 2031

FIBA has announced sporting goods retailer Intersport as its newest global partner through 2031, according to an official statement from basketball’s international governing body. The agreement unites the international basketball organization with Intersport’s retail network to expand the availability and visibility of official FIBA merchandise while supporting flagship international competitions.

Under the terms of the agreement, Intersport will serve as an official global partner for several major national team events. According to FIBA, the partnership covers the upcoming FIBA Basketball World Cups for both men and women, alongside FIBA Continental Cups and the FIBA U17 Basketball World Cups. Intersport will also act as the official event retail operations partner for selected competitions, including the FIBA Women’s Basketball World Cup 2026 in Berlin and the FIBA Basketball World Cup 2031 in France.

Global Reach and Retail Integration Through 2031

The partnership combines FIBA’s international platform with Intersport’s extensive brick-and-mortar retail footprint. Founded in 1968, the Intersport Group generated a turnover of EUR 14.1 billion in 2025 and operates 5,260 specialist stores across 40 countries, according to company data provided by about.fiba.basketball.

This is great news for fans of flagship national team competitions who can look forward to exciting retail and event activations worldwide, said Frank Leenders, FIBA’s Director General of Media and Marketing Services, in a statement published by about.fiba.basketball. Leenders added that the collaboration will enhance the international licensing program and connect supporters directly with premier tournaments. Basketball is one of the world’s most accessible sports, with a unique ability to bring people together across communities, cultures and generations, said Tom Foley, CEO of IIC – INTERSPORT International Corporation GmbH, as reported by about.fiba.basketball. Foley noted that the partnership creates meaningful opportunities to bring fans closer to the sport through exclusive activations and specialized products.

Exclusive Fan Experiences and Lifestyle Products

Beyond traditional event operations, the roadmap for the partnership includes lifestyle merchandise designed outside of direct competition contexts. According to about.fiba.basketball, FIBA and Intersport will collaborate on a dedicated range of lifestyle and non-competition related products. These items will become available exclusively through the Intersport retail network starting in 2027.

The initiative aims to leverage Intersport’s expertise in licensed merchandise and local sporting connections to foster deeper engagement with basketball enthusiasts worldwide. By integrating exclusive fan activations into marquee tournaments leading up to 2031, both organizations intend to make the sport more visible at both the elite global level and within grassroots communities.