FIBA, the International Basketball Federation, on Wednesday announced that Beijing Enterprises Group Company Limited (BG) has signed up to be a global partner of the world’s basketball governing body from 2016 to 2019.

The agreement will grant Beijing Enterprises Group exclusivity in the categories of beer and wine. BG’s beer brand, Yanjing Beer, will be promoted heavily across all senior men's and women's FIBA events, according to FIBA.com. The events will include -2016 FIBA Qualifying Tournaments for Men and Women to the Rio 2016 Olympic Games along with 2017 FIBA Continental Cups, 2018 FIBA Women's Basketball World Cup, 2019 FIBA Basketball World Cup.

"It is a great sign of confidence to already sign our first partnership for the 2019 FIBA Basketball World Cup in China”, said FIBA Secretary General and International Olympic Committee (IOC) Member Patrick Baumann.

He added, “This shows that the strong support for the next edition of FIBA's flagship event goes beyond the political and sports landscape, extending into the large and growing business community. We look forward to expanding this group of marketing partners in the near future."

Speaking about the alliance with FIBA, General Manager of Beijing Enterprises Group Hou Zibo said: "We are a long-time and strong supporter of sports in our country and basketball is China’s number one sport in terms of participation. The FIBA Basketball World Cup will set new standards and we are very excited and proud to sign up as the first partner of this exciting venture."

This is the first international partnership deal put in place under FIBA's new competition system, which comes into effect in 2017 and culminates in the 2019 FIBA Basketball World Cup to be held in China.

Beijing Enterprises Group Company Limited is a state-owned holding group with market and industrial operation and capital operation both at home and abroad. Up to the end of 2013, BG altogether owned more than 300 enterprises at various levels.

Source: FIBA.com