FIBA partners with Two Circles to launch new Courtside 1891 DTC platform

The International Basketball Federation (FIBA) has announced a partnership with sports marketing and data technology company Two Circles to launch a new direct-to-consumer offering under the Courtside 1891 brand.

The organisations will develop, market and commercialise a new platform in partnership until at least 2029, with Two Circles investing ‘substantial capital’ in the venture. 

The app is available in both free and paid-for options, providing access to live streams of FIBA’s national team events and access to live scores from almost all leagues around the world and view highlights from a growing number of competition. It will also offer information on where to watch matches not streamed on the platform.

Andreas Zagklis, FIBA secretary general, said: “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.”

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.”