The International Basketball Federation (FIBA) maintains confidence in the long-term sustainability of its 3×3 World Tour competition.
Launched in 2012, the 3×3 World Tour has been hosted across multiple cities across the globe and has been marketed by FIBA as a premier urban sport.
The league’s global scope and marketing efforts have paid off according to social media data, with impressions up 46.5% in 2024 to 366 million and viewership also rose significantly by 76% to 352 million.
“2024 has been a landmark year for 3×3, again setting new records and capturing hearts worldwide,” said Alex Sanchez, Managing Director of FIBA 3×3.
“The growth in fan engagement and reach solidifies 3×3 basketball as the global leader in urban sports. Thanks to our partners and organizers, we’re very pleased to see the sport continue to thrive and inspire.”
The data comes six months after FIBA reported strong engagement during the Olympic games, which presented FIBA with the opportunity to further showcase the 3×3 format to a wider audience.
Over 4,000 people attended the 3×3 games in Paris daily, whilst a total of 7.4 million watched the Spain vs Germany final online and on TV, of which 1,898,000 viewed via the Spanish free-to-air outlet La1 alone.
FIBA has been putting a lot of effort into its broadcasting strategy also, partnering with the likes of the European Broadcasting Union (EBU). The association states that it now has a record number of broadcast partners, reaching more than 150 different countries.
“Reaching new fans is our driving force,” Sanchez told Insider Sport last year. “In fact, we are confident that anyone who watches this sport will fall in love with it, so it is our responsibility to provide as many opportunities as possible for people to experience it firsthand.
“Before and after Paris, we must continue to emulate our inspiring players and strive for new heights. New heights we know 3×3 basketball is more than capable of reaching.”
