In a sports landscape dominated by the NBA and its superstar narrative, a quieter revolution is taking place. FIBA—the International Basketball Federation—is steadily building a powerful global movement. From women’s leagues to esports, FIBA is redefining what basketball looks like, who plays it, and how it’s experienced.
In a compelling interview with the Brand Ventures podcast, Gustavo Arellano, FIBA’s Head of Commercial Development and Director of eFIBA, shared the organisation’s bold strategy. What emerged was a vision that’s inclusive, forward-thinking, and international in every sense of the word.
Beyond the NBA: A Truly Global Game
FIBA may not have the media spotlight of the NBA, but it holds a unique global footprint. With 213 national basketball federations under its umbrella—more than the United Nations—FIBA is tasked with growing the game across every continent.
While the NBA focuses on its franchise-driven model in North America, FIBA’s mission is developmental: to make basketball accessible and professional in both emerging and mature markets. Their long-standing partnership with the NBA allows them to collaborate without overlapping missions.
The Rise of Women’s Basketball Is No Accident
Women’s basketball is not just having a moment—it’s part of a carefully planned movement. As Arellano explains, “Women’s basketball is more tactical, more strategic, more intelligent.” It's a different product, not a comparison to men’s basketball—and that’s precisely why it’s so powerful.
FIBA has committed to developing the women’s game as a strategic pillar through 2028, investing in infrastructure, visibility, and professionalisation. The momentum is tangible: WNBA salaries are improving, attendance is breaking records, and global interest is surging.
This isn’t just good for athletes. It’s a major opportunity for brands looking to connect with new audiences, especially women and younger fans.
Enter eFIBA: Basketball Meets Esports
If you think the future of basketball only lives on the court, think again. FIBA has embraced the digital shift by launching eFIBA, the esports wing of the organisation, centred around the NBA 2K franchise.
Here’s why it matters: today’s youth often discover basketball not in a gym or on TV, but through gaming and streaming. Arellano explains, “Now it's more likely someone becomes a fan through a video game than playing at school.”
eFIBA offers a global, competitive experience where players control a single character in 5v5 games—emphasising team chemistry, strategy, and skill. It's not a gimmick, but a genuine part of FIBA's strategy to connect with new fans and bring them into the basketball ecosystem.
“This generation discovers basketball through a console, not in school or on TV. We need to be there when they first connect with the sport.”
Modern Fans, Modern Platforms
One of the most striking points from Arellano was about audience attention spans. Contrary to popular belief, the next generation isn’t losing interest—they just consume content differently.
With the right format—interactive streams, live chats, behind-the-scenes content—fans will stay engaged for hours. FIBA’s decision to adapt content delivery, not shorten the game, reveals a deeper understanding of today’s digital behaviour.
On platforms like Twitch and YouTube, basketball content can thrive—as long as it’s delivered in a way that resonates.
Why It Matters Now
FIBA isn’t trying to “beat” the NBA. Instead, it’s doing something just as important: building the future of basketball through equity, access, and global reach. Whether through esports, grassroots leagues, or strategic partnerships, FIBA is creating space for everyone, especially those left out of traditional sports systems.
This is how FIBA is quietly winning the global basketball war. And the best part? It’s only getting started.
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