Chinese Dairy Behemoth Yili Renews FIBA Global Partnership 

Chinese dairy behemoth Yili has renewed its global partnership with FIBA, the global basketball authority through 2027.

The renewed partnership continues giving Yili prominent branding opportunities, including on-court branding at major FIBA events, including the 2026 FIBA Women’s Basketball World Cup, the men’s 2027 FIBA Basketball World Cup, and the 2025 editions of the annual FIBA Continental Cup competitions (for both men’s and women’s tournaments). 

It builds on a global partnership brokered by FIBA Marketing— a collaboration between FIBA and the Infront Agency— in 2023. 

According to ASN data, Yili (31.4%, US$343.1m+) is the 2^nd largest spender for its category in the Asian sponsorship market since Q422, with an average quarterly investment of almost US$52.4m during this period. Investment had veered between US$1.2m+ and US$2.2m+ from Q424 to Q225, and is tipped to hit US$32.9m in Q325. Some of its current major deals in the sporting landscape include Asian Football Confederation (~US$2.2m) and CBA League (US$1.1m+).