SHENZHEN (China) – The FIBA Women's Asia Cup 2025 is providing a snapshot of the exciting level of play in the region right now, but all signs point to an even brighter road ahead for women’s hoops on a global scale, both on and off the court.
This was the conclusion that participants drew from the FIBA Women Lead Basketball Forum which was held on Saturday, in conjunction with the FIBA Women's Asia Cup 2025 in Shenzhen, the metropolis of China's Guangdong province.
The forum brought together global leaders across sport, business, and media to champion the future of women’s basketball and reinforced alignment among stakeholders on the road to next year’s FIBA Women’s Basketball World Cup.
FIBA Secretary General Andreas Zagklis opened proceedings with a keynote address that outlined the importance and tangible outcomes of FIBA’s strategic priority ‘Women in Basketball’, and framed Berlin 2026 as a platform for innovation, investment and global impact.
Hall of Famer Zheng Haixia set the tone by delivering an impassionate reflection on her journey from court to cultural icon and the power to inspire new generations.
A captivating panel discussion with senior business leaders followed, as Molten Executive General Manager of Global Marketing Masatoshi Sugiura, TCL Vice-President Wu Lan, and Nike Vice-President of Marketing Greater China Maggie Wu took to the stage.
The panel discussed brand strategy in women’s basketball and emphasized the need for long-term investment in athletes, grassroots development, and the importance of integrating partners as co-authors of the movement, not just sponsors.
The forum continued with an insightful fireside chat with Kerstin Lutz, CEO of the Billie Jean King Cup, while SBP Secretary General Erika Dy, FIBA Oceania Executive Director Amanda Jenkins and CBA Secretary General Xu Lan explored how sports organizations build the infrastructure, partnerships, and talent pipelines needed to ensure long-term impact.
Participants were also informed from leading figures at Tencent Sports, the Xinhua News Agency and other media of their take on women’s basketball coverage and its effect on the sport’s visibility and growth.
FIBA