FIBA, the international governing body of basketball, officially launched the global licensing program for its 2019 World Cup on Wednesday in Shenzhen, Guangdong province.

China will host the expanded edition of the FIBA World Cup, formerly the men's world championships, in eight cities from Aug 31 to Sept 15 next year.

FIBA, in collaboration with marketing agency Infront China, has selected Hong Kong-based Promotional Partners Worldwide and Beijing Sinocraft Culture Development Co Ltd as licensing partners to develop a wide range of merchandise celebrating the first-ever 32-team edition of FIBA's flagship tournament. Such products will include, among others, Son of Dreams, the tournament’s official mascot.

With more than 20 years' experience developing licensing programs for top international sports properties, including the 2018 FIFA World Cup and 2008 Beijing Summer Olympics, PPW has been appointed the global master licensee with exclusive rights to produce and sell official licensed products while managing retail operations.

BSCD, a traditional handicraft manufacturer, was appointed as the exclusive licensing agent in China for precious metals, stamps and commemorative coins for the 2019 World Cup.

Present at Wednesday's launching ceremony were FIBA officials, members of the FIBA Basketball World Cup 2019 Local Organizing Committee, Shenzhen city representatives, delegates and guests from Infront China, PPW and BSCD, as well as FIBA legend Fadi El-Khatib from Lebanon, who ranked among top 10 scorers at two FIBA World Cups and played for Chinese Basketball Association teams Foshan Long Lions and Fujian Sturgeons.

"The launch of the global licensing program is an important step in the promotion of the FIBA World Cup and as part of the build-up to the tournament," said Patrick Baumann, FIBA secretary general. "It also presents an excellent opportunity to further enhance the fan's experience of the World Cup."

Anne Zhao, managing director of Infront China, said the launch of the licensing program is proof of smooth tournament organization in China.

"Things are moving forward well and progress will be announced in due course. The FIBA World Cup 2019 is drawing attention from fans from all over the world and we believe this will lead to more win-win opportunities for our commercial partners," she said.

The FIBA World Cup 2019 global licensing program will include products in key licensing categories, including apparel, headwear, toys and games, plushes, fan items, souvenirs, accessories, stationary, housewares, bags/luggage, books and precious metals, with four themes: basketball, the event, teams and host country.

The products will be available for purchase at official promotional events in the lead-up to FIBA's flagship competition and in all eight venues hosting the action, as well as at FBWC houses, during the World Cup. It will also be possible to purchase them in official fan shops in the host cities, the official retailer in China and the official online store.