Growing a Canadian Game: Sportsnet and Canada Basketball Team Up for “Net” New Partnership

February 23, 2021 / Latest News

– Going far beyond the broadcast, the innovative collaboration will see the launch of new domestic and international basketball events beginning in 2022 –
– Partnership includes creation of original content to highlight the stories that matter most to Canadian basketball fans –


February 23, 2021 – In a first of its kind partnership, Canada Basketball and Sportsnet are joining forces to grow the game of basketball from coast-to-coast-to-coast. Uniting far beyond the broadcast, Canada’s #1 sports media brand and Canada Basketball have committed to a multi-year innovative and unique partnership that will see the development and launch of several new national and international men’s and women’s basketball events in Canada, beginning in 2022.

Additionally, the collaboration will work to shine the spotlight on Canada’s best and brightest in the basketball landscape with original and creative content development, set to air across Sportsnet platforms.

“Over the past decade, the love and passion for basketball has grown exponentially throughout Canadian communities,” said Bart Yabsley, President, Sportsnet. “In joining this truly unique partnership with Canada Basketball, Sportsnet shares the privilege and responsibility of growing the sport of basketball across the country for years to come. Pairing this partnership with our long-term collaboration with the Toronto Raptors and the NBA, plus our growing connection with the WNBA, Sportsnet is officially the destination for all the content Canada’s basketball fans need.”

“Partnering with Sportsnet is a tremendous opportunity for us at Canada Basketball to bring the stories of our players and teams to a national audience,” said Glen Grunwald, President & CEO, Canada Basketball.  “From our Senior Women’s National Team ranked a program-high fourth in the world, to another record setting year with Canadians spread across the NBA, basketball in Canada continues to experience growth at all levels like never before seen in our country.  However, we firmly believe that this exciting partnership with Sportsnet will take our beloved game to even greater heights.”

2022 Event Series  

Next summer, Canada Basketball and Sportsnet are set to launch a series of men’s and women’s events, including the inaugural U22 international tournaments for both women and men. Welcoming the top national federations in the world to Toronto, the international competition will showcase Canada’s up-and-coming talent in action and set the stage for more competition to come.

As the partnership works towards opening tip-off, Canada Basketball will manage tournament logistics, including event format, team qualification and more. Sportsnet will serve as exclusive broadcaster, delivering full-court coverage across its national channels and streaming services. Further details about the 2022 event series will be announced at a later date.

Sportsnet Original Content

Complementing the collaborative event production, Sportsnet and Canada Basketball are also teaming up to deliver creative and innovative original content featuring the stories, moments and events that both influence and unite the Canadian basketball community. Available across Sportsnet’s platforms, the content offerings will highlight the activities and accomplishments of the country’s most heralded players and coaches, as well as rising stars, while leveraging the live event schedule and news trends.

Telling stories from the grassroots to the professional leagues, Sportsnet’s original content will include:

  • Insider access to men’s and women’s national team training and development camps
  • Athlete-driven segments, social media takeovers and engaging conversations
  • Highlighting the trends, stories and influencers at the intersection of basketball with the Canadian music, art and culture scenes
  • Training and education videos featuring Team Canada personnel
  • Real-time coverage and behind-the-scenes access to all the biggest moments in Canadian basketball

“On behalf of Canada Basketball and basketball fans across Canada, I’d like to thank Bart and the entire team at Sportsnet for their commitment to helping us grow the game here at home,” said Brian Cooper, Chair, Canada Basketball Board of Directors. “Together, we will work to elevate basketball through engaging and relatable original content that will inspire the next generation of Canadian players, coaches, officials and fans, while also delivering a first-class event experience to a growing fanbase of passionate supporters of our game.”

About Canada Basketball

Canada Basketball is the National Sporting Organization for the sport of Basketball in Canada. Canada Basketball is respected worldwide and is recognized by the International Basketball Federation (FIBA) and the Government of Canada as the sole governing body of the sport of amateur basketball in Canada. Canada Basketball, a not-for-profit organization, represents all basketball interests, provides leadership, coordination and direction in all areas of the sport of basketball.

About Sportsnet

Sportsnet is Canada’s #1 sports network. Uniting Canadians through sport, Sportsnet’s multimedia offerings include Sportsnet (consisting of 4 regional channels: East, Ontario, West, and Pacific), Sportsnet ONE, Sportsnet 360, Sportsnet World, the Sportsnet Radio Network,, Sportsnet NOW, SN NOW+, the Sportsnet app, and podcasts. Sportsnet is the official Canadian NHL national multiplatform rights holder, and is the regional broadcaster for the Vancouver Canucks, Calgary Flames, Edmonton Oilers, and Toronto Maple Leafs. Sportsnet also has extensive coverage of the Toronto Blue Jays and Toronto Raptors, as well as NBA, MLB, Grand Slam of Curling, National Bank Open, CHL, IndyCar, WWE, Super League Rugby, Premiership Rugby, Bundesliga, FA Women’s Super League, and FA Cup. Sportsnet is part of Rogers Sports & Media, which is a subsidiary of Rogers Communications Inc. (TSX, NYSE: RCI). Visit

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