3×3 basketball builds momentum in Vienna ahead of LA Olympics
The Olympics often adds new competitions to keep the games fresh and exciting; some catch on, others don’t. Breakdancing grabbed plenty of attention at Paris 2024 for both good and bad reasons, but won’t return to LA 2028.
Meanwhile, 3×3 basketball made its Olympic debut in Tokyo 2020 (held in 2021), and after returning for Paris, it has been confirmed for LA 2028.
This shorter, street-style version of basketball has rapidly grown in popularity worldwide. Insider Sport attended the FIBA 3×3 World Tour stop in Vienna to discover what makes the format so appealing and how it’s capturing the imagination of fans and Olympic organisers.
“In my opinion, it’s still a startup. Paris for the sports helped a lot, of course, but we need the US,” said Fatih Enginar, Owner of Telekom Baskets Bonn and Head of Berlin Office & Key Account Manager FIBA 3×3 at Magic Sky GmbH, in an interview with Insider Sport.
Describing 3×3 basketball as still in its startup phase is perhaps an accurate reflection of the sport’s current growth stage. Yet, the presence of heavyweight sponsors signals a strong belief in its potential.
At the Vienna World Tour stop, key sponsors included A1, an Austrian telecommunications provider, alongside global giants such as Visa, Red Bull and Alfa Romeo. These sponsors played a significant role not only in funding the event but also in driving fan engagement.
FIBA also remains bullish on the long-term sustainability of 3×3, having launched the World Tour back in 2012. Marketed as a premier urban sport, the league has expanded across global cities, a strategy that seems to be paying off. In 2024, social media impressions rose by 46.5% to 366 million, while viewership surged 76% to 352 million.
A festival on and off the court
The fan zone was set up like a summer festival, with shaded seating, food and drink stalls, and large screens showing all the on-court action. Free merchandise and prizes were offered to keep spectators cool and involved as Vienna’s summer heat set in, which particularly appealed to the young adults and families making up the majority of the crowd.
Ashley Hamilton, Co-Owner of London 3×3, noted the uniqueness of the format and its event atmosphere, telling Insider Sport: “We pop up for a weekend and it’s a festival type of environment with live sports going on. So it’s super fun and engaging.”
This festival-style atmosphere also transcends onto the court, where a live DJ booth remains active throughout the matches, pumping music between plays and creating an energy more reminiscent of a party than a traditional basketball tournament.
That energy fuels a packed sporting schedule. Alongside the main men’s and women’s 3×3 competitions, Vienna also hosted wheelchair basketball. Fans were also treated to slam dunk contests and shooting competitions, adding another layer of entertainment between games.
It’s this blend of elite sport and urban culture that gives 3×3 basketball a unique commercial edge. The street-style aesthetic appeals to younger audiences, while the family-friendly environment creates opportunities for broader brand partnerships.
This dual appeal mirrors some of the recent commercial successes seen in women’s football, where a more diverse fanbase has opened new doors for sponsors beyond the traditional, male-heavy sports demographic.
With major brands already in support and a format built for fast-paced engagement, 3×3 seems well-positioned to grow ahead of the LA 2028 Olympics. It may still consider itself in a “startup” phase, but in Vienna, the sport popped up, made noise, gained fans and offered sponsors something different.
Insider Sport spoke to several key figures within 3×3 during the Vienna stop. Look out for more in-depth interviews and insight on the site in the coming days.
