By Aris Barkas/ barkas@eurohoops.net
After three seasons in which the Basketball Champions League has managed to create a robust competition and three successful final fours, the fourth season includes a commercial leap forward that will pleasantly surprise European basketball.
For the first time, FIBA has partnered with private investors to set up its shareholding company FIBA ClubCo. The shareholders include 11 European national leagues, ULEB, FIBA , and the US-based company GCBH LP, which in order to be part of the venture, bought its stake in the new company.
This is an important detail, since there is no time limit on the cooperation of the two sides, nor is there a time limit on the venture. The aim of the partnership is the commercial development of both the BCL and the Intercontinental Cup, and the prospects are bright.
European basketball is still trying to get the deserved commercial and television space in Europe. In spite of its on-court development, commercially, it is still in the starting line.
The experience of GCBH executives, the ability to promote BCL through the Intercontinental Cup, and the virgin territory on the commercial front are conditions that enable FIBA to have reasonable hopes about the commercial development of the competition, which can soon make substantial strides.