The deal does not come in isolation. 3×3 is also growing through other leagues and tournaments outside the FIBA 3×3 circuit, such as Unrivaled, Red Bull Half Court, Gus Macker 3-on-3, Hoop It Up and Spokane Hoopfest. Each project follows a different model: professional league, women’s television product, global brand circuit, grassroots tournament or major urban festival. BIG3’s public listing confirms that the format is beginning to generate measurable value at several levels.

BIG3 takes 3×3 to the public market

BIG3 was created as a US 3×3 basketball league with half-court games, teams made up of former professional players and recognisable NBA figures, and a format in which the first team to reach 50 points wins. In its new phase, it has eight city-based teams: four owned by the league, in Boston, Chicago, Dallas and the Washington D.C. metropolitan area, and four owned by independent investors, in Detroit, Houston, Los Angeles and Miami. National Basketball Association -NBA- legend Clyde Drexler serves as commissioner.

BIG3’s value lies in its mix of franchises, television, culture, celebrities and fan community. The league is entering its ninth season, scheduled to start at the Intuit Dome in Los Angeles, and maintains a broadcast relationship with CBS, as well as reruns on BET and international partners such as Migu in China and TV Globo in Brazil. The sale of the Houston franchise in 2024 for $10 million showed that teams are also beginning to operate as assets of their own within the league’s ecosystem.

From spectacle to financial asset

Ice Cube has argued that going public can offer fans a different way to participate in the competition’s growth. “As it stands, you can’t share in the benefits of the team beyond winning; and we need fans for the league to be successful, so it is a perfect combination,” he said in an interview reported by Bloomberg. Kwatinetz has also framed the transaction in that direction, as a way to broaden the group of people who can gain exposure to the league.

The deal is accompanied by investor profiles that help explain the change in scale. They include John P. Angelos, whose family owned the Baltimore Orioles of Major League Baseball -MLB-; Peter Briger, executive chairman of Fortress Investment Group and minority owner of the San Francisco 49ers of the National Football League -NFL-; Drew McKnight, co-chief executive of Fortress; and Ken Howery, co-founder of PayPal and Founders Fund. The reading is clear: 3×3 is beginning to attract capital used to seeing sport as a platform for investment, content and community.

Unrivaled and the professional leap of women’s 3×3

The closest comparison in the US market is Unrivaled, the professional women’s 3×3 basketball league founded by Breanna Stewart and Napheesa Collier. Its season is held outside the main Women’s National Basketball Association -WNBA- calendar and takes place at a dedicated venue in Miami, with a model based on high salaries, equity for players, a television product and a structure designed to keep talent in the United States during the offseason. The league reached a valuation of $340 million after its Series B and generated more than $27 million in revenue in its first season, coming close to break-even.

Red Bull Half Court represents another route. It is not a closed professional league, but an international 3×3 circuit organised by Red Bull, with national qualifiers in different countries and a world final for men’s and women’s teams. Its value lies in activating urban communities, content, sponsorship and global presence around a fast, recognisable format that is especially attractive to younger audiences. In that case, 3×3 works as both a sporting language and a brand platform.

The grassroots base: Gus Macker, Hoop It Up and Spokane Hoopfest

The strength of the format can also be understood through its popular roots. Gus Macker 3-on-3 began in 1974 as a community tournament in Lowell, Michigan, and has expanded over decades across different US cities, with categories for a wide range of ages and levels. Hoop It Up, launched in 1989, presents itself as one of the major grassroots circuits in US 3×3, with millions of participants over time and the logic of an urban sports festival. Both show that the value of 3×3 does not depend only on professional sport, but also on participation, community and local repetition.

Spokane Hoopfest completes that mass-participation dimension. The event, held every year on the streets of Spokane, presents itself as the world’s largest 3×3 tournament and brings together more than 6,000 teams, 3,000 volunteers, 225,000 fans and 450 courts across the city. That scale turns the format into a complete urban experience, not just a competition, and helps explain why 3×3 can have value both on Wall Street and on the street.

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Ahead of a 2026 season expected to be even more ambitious, the World Tour not only traveled the globe geographically, but also in terms of media and cultural reach. Its presence across dozens of cities, paired with storytelling designed for today’s digital consumption habits, allowed 3×3 to reach millions of fans who now follow the sport through screens, social networks and live broadcasts.

Global distribution and presence in new markets

The 2025 season unfolded across 38 host cities in 22 territories, with professional events held in Europe, Asia, the Middle East and the Americas. This territorial breadth reinforced the truly international character of the FIBA 3×3 World Tour, bringing elite urban basketball to both established markets and regions experiencing strong sporting growth.

That physical expansion was directly mirrored in media distribution. Coverage of the circuit reached more than 200 territories, enabling fans to follow the action live and on demand. The combination of live events and global accessibility consolidated 3×3 as an adaptable, approachable product capable of engaging with different sporting cultures.

Record digital impact and a growing community

One of the season’s key milestones was the generation of more than one billion digital impressions, the result of a strategy focused on showcasing the speed, intensity and urban aesthetic of 3×3. Short-form video formats, designed specifically for each platform, captured key moments, individual performances and the event atmosphere, connecting with fans where they consume content every day.

This approach also translated into sustained growth of the digital community. FIBA 3×3’s social platforms grew from 7.3 million followers in 2024 to 10 million in 2025, representing year-on-year growth of 37%. Beyond the figures, that growth reflects the World Tour’s ability to turn casual viewers into committed followers through consistent storytelling, player-driven narratives and constant engagement around each stop on the calendar.

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Ub arrived in China determined to bounce back after missing the semifinals at the previous stop in Shanghai. The start, however, was far from ideal, as the Serbians fell to Partizan in pool play. From that point, they regrouped, stringing together a series of victories that carried them all the way to the final against the Lithuanian side.

Stojacic shines as decisive MVP in Shenzhen

Strahinja Stojacic was named the tournament’s Most Valuable Player (MVP). He received the trophy from Liang Haiyang, member of the Party Group of the Bao’an District Bureau of Culture, Radio, Television, Tourism and Sports, and the ceremonial flowers from Lao Jielong, Chairman of Starmac Entertainment & Production Limited and Shenzhen Zhuixing Culture & Sports Co., Ltd.

Despite missing Dejan Majstorovic and Nemanja Barac due to injury, Ub displayed remarkable depth. Marko Brankovic played a crucial role, scoring 12 points in the semifinals against Riffa (BRN) and 11 in the final, while Nenad Nerandzic dominated inside throughout the knockout stage. With these results, Ub has now won six of the last seven World Tour events, consolidating its position as a global reference in 3×3 basketball.

Croatia makes an impact with a semifinal debut

Lithuania’s Evaldas Dziaugys was one of the tournament’s standout performers, leading Raudondvaris Hoptrans with 37 points and a player value of 45.8. His display included a 14-point, 7-rebound performance against Partizan (SRB) in the quarterfinals, confirming the strong form of Lithuanian 3×3 basketball, reigning European champion.

The revelation of the event was Samobor (CRO), who reached the semifinals in their World Tour debut. The Croatian team eliminated established contenders Vienna and Amsterdam Rabobank, led by center Ivan Vrgoc, who topped the tournament’s efficiency rankings with a 49.6 rating.

Toulouse and Amsterdam still searching for form

Amsterdam Rabobank extended its winless streak in the circuit to eleven consecutive tournaments, while Toulouse once again fell short in the quarterfinals. Both teams, regular fixtures in the elite, will seek to regain their competitive rhythm ahead of the upcoming stages of the season.

The Shenzhen event once again highlighted China’s strong organizational capacity and the growing public interest in the 3×3 format. The next stop on the circuit will be Deqing, scheduled for October 11–12, where Ub will aim to extend its dominance in a season defined by consistency and competitive intensity.

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The short and urban format of 3×3 makes it ideally suited for digital platforms, where fans consume and share content instantly. This pattern places the discipline in a prominent position within sports communication strategies.

Steady growth over time

The 2025 results are part of a consistent upward trend. Between 2023 and 2024, global 3×3 video views increased by 76 %, reaching 1.35 billion reproductions with 84 million interactions in total. In 2023, FIBA 3×3 reported 1.1 billion social media video views, representing a 107 % rise compared to 2022. That same year, the discipline also surpassed 6.1 million followers across all digital platforms.

In direct comparison with previous editions, the 2024 Europe Cup in Vienna (Austria) generated more than 30 million impressions and 1.1 million digital interactions, along with 524,000 YouTube views — a 189 % increase over 2023. That season also saw a 198 % growth in subscribers compared to the previous year. The 2025 edition in Copenhagen exceeded those benchmarks, confirming a consistent progression.

Comparisons with other international sports

Cross-sport analysis offers additional context. The 2022 Beach Volleyball World Championships accumulated 25 million impressions, while the 2024 Volleyball Nations League recorded 127 million website visits and 23.3 million interactions. The results achieved by 3×3 in a three-day tournament are comparable, highlighting its growing digital footprint.

In disciplines with longer tradition and wider global coverage —such as Formula 1, MotoGP or Grand Slam tennis finals— television audiences reach far higher figures. However, 3×3 has managed to approach these consolidated sports in digital metrics despite its short Olympic history, demonstrating its appeal to new audiences.

Europe as the epicenter of 3×3

The Europe Cup has positioned Europe as the main stage for the development of urban basketball. The combination of competitive format and visual style has made tournaments such as Copenhagen 2025 widely followed in real time and generated significant volumes of shared content worldwide.

The expansion path is reinforced by other recent and upcoming events in different regions. The FIBA 3×3 U23 World Cup 2025, held in Xiong’an (China) and concluding on 21 September, extended the discipline’s reach in Asia. Earlier this year, the Asia Cup in Singapore and the Youth Pan American Games in Asunción (Paraguay) further broadened its presence, while the calendar will continue with the AmeriCup in León (Mexico) in November and the Africa Cup in December. Together, these tournaments illustrate a global strategy that complements Europe’s central role and ensures the worldwide expansion of 3×3 basketball.

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The U23 World Cup was first staged in 2018 in Xi’an (China). Since then, six editions have been held (2018, 2019, 2022, 2023, 2024 and 2025), with the exception of 2020, when the COVID-19 pandemic forced its cancellation. Each edition features 20 men’s and 20 women’s teams, underlining the tournament’s stability and institutional strength.

In addition, evidence shows that FIBA has boosted the tournament’s visibility by positioning it alongside other official competitions, embedding it in the international youth calendar and linking it with ranking points that carry weight in future Olympic events.

Global participation and European dominance

In this year’s edition, Lithuania defeated Serbia 19-14 in the men’s final, while Czechia secured third place after overcoming Croatia in overtime. On the women’s side, the Netherlands beat France 17-13 in the title game and Spain completed the podium with an 18-12 victory over Japan. The men’s MVP award went to Rokas Jocys, while Lotte Van Kruistum claimed the women’s honor, both posting standout scoring numbers. These results reinforce the recent dominance of European nations in the discipline.

Participating federations represented all FIBA regions (Americas, Asia-Oceania, Europe and Africa), underlining the tournament’s geographical expansion. In 2025, the combined field of 40 teams (20 men’s and 20 women’s) highlighted the event’s growing international reach.

Strategic implications for federations and the IOC

This increase in editions and participation underscores the consolidation of 3×3 as an Olympic discipline, since its inclusion at the Tokyo 2020 Olympic Games. National federations now face challenges in training, planning and developing athletes with specific tactical and physical profiles suited to the 3×3 format, which differs significantly from traditional 5×5 basketball.

For Olympic committees, the U23 World Cup provides a crucial showcase for emerging talent, contributing to the identification of athletes who could go on to compete at the Olympic Games or other multisport youth competitions. It also encourages the development of infrastructure, specialized coaches and institutional support programs, priorities that several federations have already begun to implement.

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During the event, the best men’s and women’s teams from 12 European countries will compete on a half court for the continental title. This edition will be the last major European event before the 2028 Los Angeles Olympics, guaranteeing a high-intensity, world-class spectacle for fans.

An iconic setting for urban basketball

Alex Sanchez, CEO of FIBA 3×3, highlighted that “Athens holds a very special place in the history of 3×3, as it hosted the first FIBA 3×3 World Cup in 2012. It has proven to be a first-class host and we are delighted to return on the road to Los Angeles 2028. Bringing the most exciting urban discipline of basketball to one of the world’s great sporting cities, in such an iconic venue, is the perfect combination for an unforgettable competition.”

The governor of Attica, Nick Hardalias, has emphasized the importance of hosting the tournament in the heart of the city: “3×3 basketball is urban, dynamic, and full of excitement, fitting perfectly with the center of our city. This event will not only offer unforgettable moments for players and fans, but will also mark a milestone in the evolution of 3×3 in Greece.”

Boost for 3×3 basketball in Greece

The president of the Hellenic Basketball Federation, Vangelis Liolios, said, “It is a great honor for us to organize the FIBA 3×3 Europe Cup 2027 in the center of Athens. Over the past four years, the federation has invested heavily in the growth of 3×3, with a promotion and development plan, partnerships with sponsors, and strong involvement with communities across the country.”

Greek basketball continues to strengthen its presence on the international scene. Following the co-hosting of the FIBA Women’s EuroBasket 2025, whose final phase was played in Piraeus, Greece has been confirmed as one of the venues for the FIBA EuroBasket 2029 and will host the ninth edition of the FIBA U17 Basketball World Cup in 2028, consolidating its commitment to the development of basketball at all levels.

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The new phase of the partnership began with the broadcast of the FIBA 3×3 World Cup 2025, which took place this weekend in Ulaanbaatar, Mongolia. This event marks the start of a cycle that will include world and European 3×3 basketball competitions.

Free-to-air broadcast across Europe

Thanks to this agreement, EBU members in countries such as Austria, Belgium, Lithuania, the Netherlands, Poland, Switzerland, Turkey, and Ukraine will offer live, free-to-air coverage of major 3×3 basketball tournaments. The broadcasts will be available on both traditional and digital platforms, tailored to the interests of each country and highlighting the participation of their national teams.

The agreement is also part of a broader collaboration between FIBA and the EBU, announced in October 2024, which includes national basketball team events in Europe. This approach seeks to connect basketball with diverse audiences and encourage its growth in all its forms.

FIBA 3×3 CEO Álex Sánchez highlighted the importance of this collaboration in “bringing 3×3 basketball to millions of fans in Europe”. Adrian Fikentscher of the EBU emphasized the role of “public service media in promoting emerging sports such as 3×3”.

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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.

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Anneli Maley, an Australian player and part of last year’s championship-winning team, expressed her excitement: “I love going to Singapore every year. I can’t wait to be back with the 3×3 family and immerse myself in the Asia Cup culture. The Gangurrus are ready and very excited.”

Meanwhile, Adam Forde, head coach of the Australian men’s team, highlighted the importance of the tournament: “The Asia Cup is an extremely important event on our calendar. We know the competition will be strong, with teams like Mongolia, China, and Japan, who always produce world-class shooters in the 3×3 format. We are ready to give our best in Singapore.”

ACTIVITIES AT THE FIBA 3×3 ASIA CUP 2025

The event will not only focus on the competition but will also offer a variety of activities for the basketball community. From exclusive sports clinics to competitions like the ActiveSG Cup, the tournament aims to engage fans, casual and competitive players, coaches, and officials. Additionally, local and international coaches will have the opportunity to attend workshops and forums led by experts such as Angelo Tsagarakis, Greece’s national 3×3 coach, and Finzgar, who will share technical and tactical knowledge.

Marcus Tan, Chief of Sport Development Group at SportSG, stated that “basketball is one of the most popular team sports in Singapore, and its popularity continues to grow across different age groups. The FIBA 3×3 Asia Cup provides an excellent opportunity for fans to experience this dynamic sport firsthand. Elite tournaments like this serve as catalysts for the growth of the sport at the community level.”

In the fan zone, there will be basketball-themed games, including a shooting challenge where participants will compete for daily prizes sponsored by AirAsia, the tournament’s official partner. Daily winners will have the chance to compete on March 30 for the title of “Hot Shot of the FIBA 3×3 Asia Cup 2025” and a grand prize provided by AirAsia.

A COMMITMENT TO SUSTAINABILITY

The FIBA 3×3 Asia Cup 2025 continues to promote sustainability by implementing eco-friendly practices and new measures to reduce the event’s carbon footprint. As in previous editions, pre-loaded EZ-Link cards will be provided to players, coaches, and officials to encourage the use of public transport. Additionally, water dispensers will be installed throughout the venue to reduce the use of plastic bottles.

KASM, the event organizer, also collaborates with partners committed to long-term sustainability. Among them is reXtore, a Singapore-based company that uses eco-friendly and reusable materials. Yazed Osman, Head of KASM Group, stated that “the 2025 edition of the FIBA 3×3 Asia Cup promises to be another exciting event for fans, with defending champions and the world’s top 10 teams competing for the title. We invite all basketball fans to join us for a week full of action.”

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“We’ve had a record-breaking year, a year of many firsts,” Zagklis began. Among the most notable moments, he mentioned the Olympic Qualifying Tournaments (OQTs) and the Paris 2024 Olympic Games. “The OQTs were possibly the best in history, and the Olympic Games featured the highest-level basketball tournament we’ve ever seen.”

Paris 2024 set a record in ticket sales, with basketball accounting for nearly 10% of the total. “We broke Atlanta’s records with 40 fewer games,” he highlighted, thanking the organizers, national federations, and players for their contributions.

A GOLDEN DECADE FOR WOMEN’S BASKETBALL

Zagklis described the current period as a “golden decade” for women’s basketball. “Since the 2022 World Cup in Australia, we’ve seen remarkable growth,” he noted, emphasizing the record attendance of 13,000 spectators at the February OQTs in Belgium for a game between Belgium and the United States. He also mentioned the thrilling Paris Olympic final, decided in the last second.

The Secretary General also stressed the importance of expanding women’s basketball to new markets: “We held key events in Mexico and Africa as part of the road to the 2026 Women’s World Cup in Berlin.”

GREAT SUCCESS FOR THE CHAMPIONS LEAGUES

In club basketball, 2024 marked the first year with three Basketball Champions Leagues (BCLs) in Europe, the Americas, and Asia. He highlighted the adoption of glass floors in competitions like the BCL Final Four, a FIBA innovation gaining popularity.

He also underlined the importance of the Intercontinental Cup held in Singapore with teams from five continents: “We had a very competitive tournament, with great success for Unicaja Málaga.”

SOCIAL MEDIA IMPACT AND 3X3 GROWTH

3×3 basketball continues to grow. “If 3×3 were an independent federation, it would rank as the fifth-largest summer sports federation on social media,” Zagklis noted. Overall, FIBA platforms achieved five billion views in 2024, consolidating basketball’s global reach.

WORKING WITH THE NBA FOR LA28

Asked about the tight schedule for Los Angeles 2028, he acknowledged the logistical challenges: “We identified this issue together with the NBA and are continuing discussions to ensure player welfare.”

He also addressed relationships with the NCAA and compensation for clubs that train players. “We’ve created a working group to analyze the impact of the NCAA and propose improvements in compensation,” he said.

SUPPORTING 150 FEDERATIONS IN 2025

Zagklis reiterated FIBA’s commitment to inclusion and development, highlighting the FIBA Plus program, which provided technical and organizational support to 112 national federations in 2024. On the Russia-Ukraine conflict, he stated, “Our priority is to protect the FIBA ecosystem and ensure that, when circumstances allow, everyone can compete again.”

Addressing underrepresented regions such as Pakistan and India, Zagklis emphasized FIBA’s most ambitious development program in its history. “The FIBA Plus program directly assisted 112 federations in 2024, and we aim to reach 150 in 2025,” he affirmed. He also stressed the importance of having professional staff in national federations and strong relationships with local governments as key elements for development.

Responding to a question on regional priorities, Zagklis stated: “We want to strengthen South America, with countries like Brazil, Argentina, and Chile leading the way. We are also working in West and East Africa, with nations like Kenya, Madagascar, and Egypt showing great progress. Finally, we aim to boost Australia and New Zealand after their recent success in Paris.”

3X3’S IMPACT ON THE ROAD TO LOS ANGELES

When asked about the future of 3×3, Zagklis explained: “Los Angeles is an iconic city for urban basketball, and we believe 3×3 can reach a new level there. In Paris, we achieved unprecedented success with remarkable attendance and exceptional media coverage. We expect this discipline to grow even further in the U.S. market, leveraging the street basketball culture.”

Zagklis also noted, “3×3 allows countries with less infrastructure to have Olympic representation, making the sport more accessible. We are working with the IOC to increase the number of participating teams in Los Angeles and continue fostering its development in Africa and Latin America.”

“TAKING BASKETBALL TO NEW HEIGHTS”

Looking ahead to 2025 and beyond, Zagklis highlighted the Continental Cups and the road to the 2026 Women’s World Cup in Berlin as key priorities. He concluded by thanking journalists and supporters: “The support for basketball this year has been exceptional. We will continue working to take this sport to new heights.”

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