TORONTO — Rogers Sports and Media’s Sportsnet announced today it has entered into a multi-year partnership with Canada Basketball that will include the collaborative development and launch of several new national and international men’s and women’s basketball events, to take place in Canada, beginning in 2022.
The two organizations are also teaming up to deliver original and creative content featuring the stories and events that both influence and unite the Canadian basketball community, says Sportsnet’s press release. Highlighting the activities and accomplishments of the country’s most heralded players and coaches, as well as rising stars, this original content will air across Sportsnet’s platforms and will include:
- Insider access to men’s and women’s national team training and development camps
- Athlete-driven segments, social media takeovers and engaging conversations
- Highlighting the trends, stories and influencers at the intersection of basketball with the Canadian music, art and culture scenes
- Training and education videos featuring Team Canada personnel
- Real-time coverage and behind-the-scenes access to all the biggest moments in Canadian basketball
In summer 2022, Canada Basketball and Sportsnet are planning to launch a series of men’s and women’s events, including the inaugural U22 international tournaments for both men and women, which will welcome the top national federations in the world to Toronto to compete. Canada Basketball will manage tournament logistics, including event format and team qualification, while Sportsnet will serve as the exclusive broadcaster, delivering full-court coverage across its national channels and streaming services. Further details will be announced at a later date.
“Over the past decade, the love and passion for basketball has grown exponentially throughout Canadian communities,” said Bart Yabsley, president of Sportsnet, in the press release. “In joining this truly unique partnership with Canada Basketball, Sportsnet shares the privilege and responsibility of growing the sport of basketball across the country for years to come.”
“Partnering with Sportsnet is a tremendous opportunity for us at Canada Basketball to bring the stories of our players and teams to a national audience,” said Glen Grunwald, president and CEO of Canada Basketball. “From our Senior Women’s National Team ranked a program-high fourth in the world, to another record setting year with Canadians spread across the NBA, basketball in Canada continues to experience growth at all levels like never before seen in our country. However, we firmly believe that this exciting partnership with Sportsnet will take our beloved game to even greater heights.”
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