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International Basketball Federation (FIBA) Secretary General Patrick Baumann has hailed the creation of a new FIBA Media and Marketing Services subsidiary as a "milestone" in the history of the Federation.

The unit will be responsible for the development, management and delivery of all FIBA's media, marketing and event activities, including those related to the Basketball World Cup, and will operate from the organisation's offices in Geneva.

Frank Leenders has been named Director General of the venture, with Thomas Klooz appointed as delegate to the board. The duo have entered into a long-term partnership with FIBA through Value Experience Ltd, having previously won plaudits for their commercial development of UEFA's Champions League and Europa League competitions as respective chief executive and managing director of Team Marketing.

Baumann explains "this is a milestone in the history of FIBA. With this development we are well structured to enhance and further promote the position of FIBA's basketball competitions as a premium global sport. We have made significant progress and achieved good results over the past decade.

"It is the right time for FIBA to move forward and we are ready to do so. The experience of Thomas Klooz and Frank Leenders, two highly recognised professionals, will enable us to progress FIBA to the next stage in the commercial area."

In a joint statement Klooz and Leenders added "together with FIBA we have explored the significant untapped potential of national team basketball on a global level. We are proud to be heading the operation of this new organisation with a great team and look forward to putting our experience at the service of an exciting premium sport."

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