The Yili & FIBA Basketball World Cup 2023 Global Partner Signing Ceremony is held on April 26. [Photo provided to en.hhhtnews.com]

Chinese dairy giant Inner Mongolia Yili Industrial Group, or Yili, has become the official global partner of the 2023 FIBA Basketball World Cup, with a signing ceremony held on April 26.

The FIBA Basketball World Cup is a national-level basketball event that is hosted by the International Basketball Federation (FIBA), and it is one of the top international basketball events.

As one of the top five dairy companies in the world and as the top dairy company in Asia for nine consecutive years, Yili has rich experience in marketing major international sports events. These include the Olympics and various soccer events.

Frank Leenders delivers a speech, April 26. [Photo provided to en.hhhtnews.com]

Frank Leenders, director general of FIBA Media and Marketing Services, expressed his warm welcome to Yili as a global partner of FIBA. In the future, the two parties are expected to carry out a series of activities to give fans a more innovative basketball experience, thereby promoting basketball on a global scale.

The signing ceremony also marked the first cooperation between a Chinese dairy company and FIBA. This is an important step forward in cross-border cooperation between China's dairy industry and the world.

Liu Chunxi, executive president of Yili Group, delivers a speech at the signing ceremony on April 26. [Photo provided to en.hhhtnews.com]