FIBA has taken another step in the international expansion of 3×3 after signing its first exclusive digital rights agreement for the discipline in China, one of the largest and most strategic basketball markets in the world. The deal, signed with Shinai Sports through 2028, will bring FIBA’s leading international 3×3 competitions to millions of viewers and subscribers through several of the company’s platforms, including iQIYI and QiyiguoTV.

The agreement creates, for the first time, a dedicated digital distribution structure for the full international FIBA 3×3 calendar in the Chinese market. The partnership will begin with the FIBA 3×3 Asia Cup 2026 in Singapore and will also cover events such as the FIBA 3×3 World Cup 2026 in Warsaw, from June 1 to 7, as well as the FIBA 3×3 World Tour and the regional cups on the circuit.

China moves to the centre of the 3×3 strategy

For FIBA, the agreement has a clearly strategic dimension. FIBA 3×3 Managing Director Alex Sanchez described the partnership as “a landmark moment for FIBA and 3×3” because of the importance of the Chinese market, and said its scale and potential can help “further extend and accelerate” the global reach of the discipline by attracting new fans and reinforcing the objective of continuing to grow 3×3 basketball worldwide.

Sanchez added that Shinai Sports offers top-level coverage of premium competitions, which, in FIBA’s view, ensures that fans in China will receive “the very best coverage” of 3×3 events. That reading supports the idea that the agreement is not only about wider distribution, but also about raising the media profile of a discipline that has gained increasing weight within the global basketball structure in recent years.

A product designed for new audiences

From the broadcaster’s side, the reading also points to the fit between 3×3 and the consumption habits of younger audiences. Shinai Sports Vice President Celine Shi said the company was “delighted” to become the exclusive digital media partner for FIBA 3×3 events in China, and stressed that the youthful energy and competitive tension of the format align very closely with the preferences of today’s Chinese sports audiences.

Shi also explained that Shinai Sports will use its distribution network and experience in sports property operations to drive broader promotion and deeper event coverage. In practical terms, that places 3×3 in a favourable position within a media landscape where digital visibility and the ability to turn competitions into an audiovisual product are becoming increasingly decisive.

FIBA strengthens the international development of 3×3

The deal comes at a time when 3×3 continues to consolidate both its institutional and commercial trajectory. Inspired by different forms of streetball and presented by FIBA as the world’s leading urban team sport, the discipline made its first international appearance at the Youth Olympic Games in Singapore 2010 and has since built an annual calendar that includes a professional men’s and women’s circuit as well as national team competitions.

That process took a decisive step forward with its Olympic debut at Tokyo 2020, which confirmed 3×3’s place on the highest stage of international sport. With this new agreement in China, FIBA is now strengthening one of the markets with the greatest audience and growth potential, further expanding the global dimension of a product that combines a short format, urban identity and its own calendar within the wider basketball ecosystem.