The International Basketball Federation -FIBA- has reached an agreement with China Mobile Migu Company -Migu- to become its exclusive digital rights partner in China for the next four years. The deal will allow all international FIBA competitions to be streamed on Migu’s platform, strengthening basketball’s presence in the country and helping to expand its fan base and audience reach even further.
A subsidiary of China Mobile, Migu is one of the country’s leading digital sports content platforms. Known for its innovation in 5G, artificial intelligence and immersive viewing experiences, the company has previously provided services for major global events such as the Olympic Games and the FIFA World Cup.
All FIBA competitions through 2029
The agreement covers the 2025–2029 cycle and includes all international tournaments organized by FIBA. Among the highlights are the FIBA Women’s Basketball World Cup 2026 in Germany and the FIBA Basketball World Cup 2027 in Qatar. It also includes the Olympic Qualifying Tournaments and the Continental Cups —FIBA Asia Cup, EuroBasket, AmeriCup and AfroBasket— along with their respective qualifiers.
China will again play a key role in the international calendar, hosting one of the FIBA Women’s Basketball World Cup 2026 Qualifying Tournaments in Wuhan next March. In addition, Chengdu will host the FIBA U19 Women’s Basketball World Cup 2027, reinforcing the country’s growing commitment to major international competitions following its strong performances at the FIBA Asia Cup.
What FIBA gains from the move
Having a partner like Migu represents an important boost for FIBA in a market where China Mobile’s platform has established itself as a leader in sports broadcasting. Its catalogue includes the Chinese Basketball Association (CBA) —with an agreement running through 2030— and coverage of top international competitions such as the English Premier League, the UEFA Champions League, Italy’s Serie A, and the German Bundesliga. Migu also offers NBA content and holds rights in other sports including badminton, volleyball, table tennis, motorsport, figure skating, swimming, athletics, and e-sports, broadcasting more than 8,000 sporting events each year.
This broad portfolio demonstrates Migu’s capacity to integrate multiple disciplines and deliver a multi-platform experience with live broadcasts, on-demand content, and advanced AI-based technologies. The company collaborates with WSC Sports to automatically generate highlights and other audiovisual material. Its free-with-ads model has fueled rapid growth in China, where it accounts for more than 95 percent of its total traffic.
The right moment for change
Frank Leenders, Managing Director of FIBA Media and Marketing Services, stated: “This agreement with Migu is great news for expanding the reach of FIBA basketball within China and continuing the sport’s global growth, given the size and importance of the Chinese market.” He added that the partnership comes “at the right time, following strong performances by the Chinese national teams in the recent FIBA Asia Cup tournaments.”
Meanwhile, Xiang Yang, General Manager of China Mobile Migu Company, said: “This collaboration represents a crucial step for Migu in developing a smarter, more community-oriented platform.” He explained that the goal is “to deliver a richer, more interactive experience for fans through technological innovation, personalized content, and activities that foster engagement among basketball enthusiasts.”
