The International Basketball Federation (FIBA) has signed an agreement with consumer products giant Procter & Gamble that will see shampoo brand Head & Shoulders becoming its latest Global Partner.
The deal covers all of the world governing body's major competitions until 2015, starting with the Basketball World Cup in Spain, due to get underway on August 30 and continues until September 14.
Head & Shoulders will also support the FIBA World Championship for Women in Turkey, scheduled to taken place between September 27 and October 5 this year, and EuroBasket 2015, set to be staged between September 5 and 20 next year, as well as organising an annual global 3x3 tour - the winning team of which will gain a place in FIBA's 3x3 World Tour.
"We are very pleased that another prestigious company like Procter & Gamble has chosen an iconic hair care brand Head & Shoulders to be a FIBA partner," FIBA secretary general and International Olympic Committee member Patrick Baumann said.
"I know that the brand has been a passionate sponsor for sports over the years, and like FIBA aims to help young people achieve their best performance.
"The brand's commitment to our flagship events as well as the rapidly growing 3x3 discipline is good news for our sport and indicates an exciting new direction for basketball.
"We are committed to work closely with the Head & Shoulders brand towards a long-term partnership."
Lisa Jennings, the general manager of the Head & Shoulders franchise at Procter & Gamble, who are an Olympic TOP sponsor, also welcomed the deal and said basketball will make the perfect partner for the brand.
"Basketball is a quick, captivating and dynamic global sport where players need to react promptly and without hesitation," she added.
"These values perfectly match our own aspirations, because at Head & Shoulders we hope that all young people should live their own lives 'head first' without hesitation, whatever they choose to do.
"We look forward to working together with FIBA to develop a whole range of exciting activities in conjunction with this partnership."
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