Chinese Energy Drink Upgrades From Local To Global With FIBA

Henan Zhongwo Beverage (marketed as “T Power”) has secured a deal to become an official partner of FIBA and the 2023 FIBA Basketball World Cup.

The 3-year deal was brokered by FIBA Marketing, a partnership between FIBA and Infront Sports & Media. It will also see Henan Zhongwo’s flagship beverage T Power Energy Drink become the FIBA’s official energy drink in China.

T Power will be launching co-branded cans and packaging featuring the FIBA Basketball World Cup 2023 logo – emphasised by its new “Power to Move Forward” slogan – across China in the build-up to the tournament (jointly hosted by Indonesia, Japan and the Philippines from late August to mid September 2023). 

The energy drink is already associated with China’s basketball sponsorship scene, having backed the men’s national team for almost a decade and it recently became a partner of the women’s national team. But this is the first time that the brand has partnered a global sporting entity.

Following the deal, Wang Ke, General Manager of Zhongwo Group, said, “We are honored to be joining FIBA for the next three years. Basketball is one of the most popular sports in China that has a huge impact nationwide, and we are pleased to cooperate with FIBA to further develop and promote the sport.”

“This partnership is the first international sponsorship for Zhongwo and with it we aim to build on the global scope that FIBA has to amplify the T Power brand’s international reach.”