MIES, Switzerland — FIBA, the International Basketball Federation, today announced the appointment of Mediapro Asia as its exclusive sales representative for media rights for 3x3 Basketball, further strengthening the sport’s global expansion and commercial growth.
Under the agreement, Mediapro Asia will manage the distribution and sale of media rights for all FIBA 3x3 properties, including the FIBA 3x3 World Cup, FIBA 3x3 Asia Cup, FIBA 3x3 World Tour, FIBA 3x3 Women’s Series, and FIBA 3x3 Champions Cup. The partnership will cover the Asia Pacific region until 2028.
3x3 Basketball has seen remarkable growth especially in Asia. Since making its Olympic debut in Tokyo 2020, it is now widely regarded as the number one urban team sport in the world. There has been significant impact in Asia, as it democratizes access to sport, energizes youth culture, and strengthens sports development in the different countries.
Alex Sanchez, FIBA 3x3 Director, commented:
“We are thrilled to partner with Mediapro, part of Grup Mediapro, Asia to accelerate the reach of FIBA 3x3 Basketball in key markets. 3x3 has tremendous potential to engage new audiences, and Mediapro Asia’s proven expertise will be vital in driving this growth.”
Lars Heidenreich, Managing Director of Mediapro Asia, said:
“We are excited to join forces with FIBA to bring the dynamic and youthful 3x3 format to fans and broadcasters across the region. We look forward to building new partnerships and delivering exceptional coverage of FIBA 3x3 events.”
The partnership supports FIBA’s mission to develop 3x3 basketball worldwide, with the discipline set to feature at the LA28 Olympic Games with an expansion from 8 to 12 teams per gender showcasing the growth of 3x3 basketball over the years. About FIBA 3x3
Exciting, urban and innovative, 3x3 is inspired by several forms of streetball played worldwide and is considered the world’s number one urban team sport. Steered by FIBA, games see two teams of three players face off on a basketball half-court.
It was played successfully for the first time in international competition at the 2010 Youth Olympic Games in Singapore and since then has benefited from the launch of a yearly professional circuit for men and women (World Tour and Women’s Series respectively) and national-team competitions. 3x3 made its Olympic debut at the Tokyo 2020 Games.
Wilson is the Global Ball Partner of the FIBA 3x3 World Tour 2024.
FIBA 3x3 events are played on Enlio floors with Wilson balls, Schelde backstops, Bodet shot-clocks, the Magic Sky canopy and the Avant seating system.
For further information about 3x3, visit fiba3x3.basketball, FIBA 3x3 accounts on Douyin, Facebook, Instagram, Sina Weibo, Tencent, TikTok, Twitch, Twitter, Youku and YouTube or contact 3x3@fiba.basketball.
FIBA