MIES (Switzerland) - FIBA has been showcasing women's basketball at the SPOBIS Conference, which unites industry leaders, innovators, and decision-makers to explore trends in media, marketing, technology and sustainability in sport.
The 2026 edition of the SPOBIS Conference in Hamburg featured high-level speakers and provided extensive networking opportunities across the sports business ecosystem. FIBA and ProSiebenSat.1 played an active role in the official program through a high-profile panel titled 'German Basketball: All In – together for success!'. The session highlighted not only the sport's rapid rise, but also its cultural relevance, commercial potential and ability to attract new audiences.
The panel included Emily Bessoir, a rising star in the Germany national team who has played at UCLA and most recently with Lointek Gernika Bizkaia in EuroCup Women. She was joined by 3x3 Olympic Gold Medalist Sonja Greinacher from Germany, alongside Andrew Ryan, Managing Director of FIBA Media, and Matthias Killing, ProSiebenSat.1 Presenter for FIBA basketball events.
FIBA and ProSiebenSat.1 came together in 2025 with a shared commitment to elevate basketball in Germany, as the broadcaster secured free-to-air rights to national team basketball across FIBA’s major events.
Discussions took place around Germany's impressive development and rise as a basketball nation, women's sports as a growth engine, as well as the cultural relevance, diversity, and the attracting of new audiences.
Both Bessoir and Greinacher offered an intriguing 'on-court perspective' - especially regarding the impact of 3x3 basketball, the player experience around the visibility of the sport, and the pressure and pride of hosting a major tournament.
The hosting of the flagship FIBA Women's Basketball World Cup 2026 in Berlin was at the heart of the session and especially when it comes to why it matters so much. Discussions were undertaken around the scale and significance of the event, Berlin as a host location, the potential broadcast reach, the fan experience that lies ahead, as well as its legacy and importance for women's sport globally.
SPOBIS has also marked the launch of the 'Berlin Awaits' campaign for the FIBA Women's Basketball World Cup 2026. A perfect fusion of promoting both the Germany women's national team, and also the artistic and underground identity of Berlin itself.
The campaign champions the empowerment of women’s sports, emphasizing the importance of solidarity across sporting disciplines to elevate visibility and support for female athletes. All featured participants are prominent advocates for women’s sports, lending their voices to the initiative’s mission.
Germany basketball stars Leonie Fiebich, Marie Guelich and Luisa Geiselsoder are part of this new campaign, as well as other personalities such as pioneering boxer Zeina Nassar, internationally acclaimed breakdancer B Girl Jilou, and handball star and avid women's sports advocate, Stefan Kretzschmar.
In addition to its message, the campaign also captures the distinctive underground spirit of Berlin, showcasing the city’s vibrant style, fashion and attitude as integral elements of its story.
Attendees at the Conference have also had the opportunity to see the FIBA Women's Basketball World Cup Trophy on display at a dedicated FIBA stand to promote the tournament, which will take place from September 4 to 13.
FIBA