FIBA and Global Partner Yili extend collaboration until 2027

Yili, Asia's largest dairy company, has extended its FIBA Global Partnership. The agreement, announced in Shenzhen at the FIBA Women’s Asia Cup 2025, covers major upcoming events including the FIBA Women's Basketball World Cup 2026, the FIBA Basketball World Cup 2027, and the 2024 FIBA Continental Cups for men and women.

The partnership, which began in 2023 before the highly successful FIBA Basketball World Cup, provides Yili with valuable on-court branding. This visibility generates significant international exposure through broadcasts, reinforcing Yili's global expansion strategy. Yili previously leveraged the World Cup for impactful marketing campaigns in the Philippines and Indonesia, utilizing local sub-brands to boost visibility and engagement in those markets.

Yili is also demonstrating strong support for women’s basketball, actively participating around the FIBA Women’s Asia Cup 2025. The extension was formalized at a ceremony in Shenzhen attended by FIBA President Sheikh Saud Ali Al Thani and Yili Group's General Manager of Brand Management, Zhang Yang. To mark the occasion and support the competing teams, Yili presented a lion dance performance incorporating basketball elements. The company launched integrated marketing campaigns showing respect for participating nations and organized interactive basketball shooting challenges for Shenzhen consumers, creating a vibrant basketball atmosphere in the city. Yili commits to continuing its support for global basketball growth, while FIBA values the partnership and anticipates future impactful initiatives together.