FIBA has announced this Wednesday the appointment of Mediapro Asia as its exclusive representative for the sale of 3×3 basketball media rights. This agreement reinforces the global expansion and commercial growth of this sport discipline.

Under the agreement, Mediapro Asia will manage the distribution and sale of media rights for all FIBA 3×3 properties. These include the FIBA 3×3 World Cup, FIBA 3×3 Asia Cup, FIBA 3×3 World Tour, FIBA 3×3 Women’s Series and FIBA 3×3 Champions Cup. The partnership will cover the Asia-Pacific region until 2028.

The rise of 3×3 basketball in Asia

3×3 basketball has experienced remarkable growth, especially in Asia. Since its Olympic debut in Tokyo 2020, it has established itself as the world’s leading urban team sport. In the Asian region, its impact has been significant, democratizing access to the sport, energizing youth culture and strengthening sports development in various countries.