• by Laurie Sullivan , Staff Writer @lauriesullivan, September 1, 2022

Google has increased its investment in basketball, becoming the first women’s-only global partner with FIBA -- an organization that defines the rules of basketball such as the equipment and facilities required.

The partnership with basketball’s governing body is scheduled to begin with this year’s FIBA Women’s Basketball World Cup in Sydney, Australia on September 22. This is where Google becomes the Exclusive Presenter of the All-Star 5, recognizing the best players of the tournament.

“This partnership promises great things for women’s basketball and the interest in the game globally,” stated FIBA Secretary General Andreas Zagklis. “Google and its worldwide reach open countless possibilities to push women’s basketball in the future and we look forward to working with them to enhance the game and attract new fans.”

Google and FIBA also plan to collaborate with ESPN to distribute the entire Women’s World Cup. Six games will air exclusively in the United States on ESPN2 and ESPNU. The remaining games become available on ESPN+. Fans also can watch an additional six games live on FIBA’s YouTube channel, and the remaining games on FIBA's Courtside 1891 subscription streaming platform.

Google’s work with FIBA is an extension of the brand’s efforts to increase visibility and coverage of women’s sports. As a WNBA Changemaker for the past two seasons, Google joined forces with the league and ESPN to deliver more nationally televised regular season WNBA games and added a dedicated segment for women’s sports on SportsCenter.

The WNBA has been at the forefront of progress, for gender equity, racial justice and sport as a whole. It puts ESPN at the forefront of telling stories that need to be heard and shines a light on athletes making a difference.

The Alphabet company entered a multiyear partnership with the WNBA in 2021.