FIBA, the International Basketball Federation, and Two Circles have announced a long-term partnership that looks to develop the direct-to-consumer market for basketball content globally.

In a push for popularity of the sport, the collaboration looks to create and commercialise a new direct-to-consumer offering, under the Courtside 1891 brand, to develop long-term fan relationships and build a greater understanding of global basketball fan behaviours and attitudes to help create new products and strategies. 

Furthermore, the deal also looks to create opportunities to deliver broader exposure and visibility for FIBA competitions alongside pan-regional and domestic leagues around the world.

Andreas Zagklis, FIBA Secretary General, commented: “We are delighted to embark on this venture with Two Circles. Growing the global profile of basketball and unifying the basketball community is a fundamental piece of our vision. 

“With Two Circles’ expertise in digital strategies that engage audiences and grow direct relationships with fans, this partnership has already provided a new digital platform that all members of the FIBA Family will benefit from and will create unprecedented levels of engagement with our basketball fanbase.”

The new Courtside 1891 product aggregates scores, streams and schedules from a variety of international basketball events and leagues. The company has claimed that this content offering represents a ‘bold and innovative departure’ from the typical digital offerings of sports federations.

The initial launch product for Courtside 1891 was made available on limited release for the recent FIBA Basketball World Cup 2023 second window of qualifiers, played in February across the FIBA regions.

Gareth Balch, CEO of Two Circles, added: “Direct relationships with fans has become a valuable currency as sports properties transition from the analogue age of broadcast TV to the era of digital consumption and distribution. 

“As an international federation, FIBA has a track record of innovation, and we are excited with the impact our data-driven approach can have in pushing the boundaries and initiating FIBA’s next phase of media distribution and digital fan engagement.”

Initially running until 2029, the partnership has seen Two Circles invest in developing new digital platforms and create a team covering product strategy, sales, marketing, data management and analytics.

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