Insider Sport explores FIBA 3×3’s commercial opportunities following the Vienna World Tour stop.
FIBA 3×3 — you may have heard of it already, and if not, you almost certainly will by the time the LA 2028 Olympics arrive.
The three-a-side format of basketball is played on a half court and travels the world as part of an international tour, spotlighting some of the sport’s most dynamic and charismatic athletes.
While this might sound like hype, the numbers speak for themselves. In 2024, FIBA 3×3 set new records with 1.35 billion video views across its digital channels. Digital engagements also hit an all-time high of 84 million, while broadcast partnerships expanded from 40 to 65, bringing live 3×3 coverage to 160 territories worldwide.
Insider Sport caught up with Alex Sanchez, Managing Director at FIBA 3×3, during the World Tour stop in Vienna in early June to learn how the sport plans to capitalise on its momentum.
“We are doing well with TV. We are doing well with promoters. Now, the next big homework that we have is to expand our revenues from sponsors,” said Sanchez.
“The IOC believes that we are good enough in order to increase the number of teams in the Olympics from eight to 12. I think these are the arguments that we are using in order to convince future sponsors.”
Sponsorship was a major talking point at the recent FIBA 3×3 World Tour stop in Vienna. While fans have grown used to brand presence in sport, the activations on display were particularly hard to miss.
From Visa facilitating payments, to Red Bull providing refreshments, and local telecoms firm A1 handing out bucket hats, each activation was clearly aligned with the summer heat and festival-like atmosphere of the event.
Though many brands were involved, these stood out for their fan-focused engagement. Yet one sponsor had already forged a deeper connection with FIBA 3×3 well before the Vienna stop: Deutsche Telekom.
The Bonn-based telecommunications giant not only partnered with the Vienna event but also held naming rights to Baskets Bonn, the German club that reached the men’s finals.
Fatih Enginar, Sporting Director and Owner at Baskets Bonn Telekom, spoke with Insider Sport about the agreement
“It took us one and a half years to get along. The first touch was November 2023 to talk with Telekom to tell them our vision and mission about FIBA 3×3 and then ,of course the gold medal of the German girls at the Paris Olympics helped a lot,” said Enginar.
Despite the strong backing now in place, Enginar still sees 3×3 as early in its commercial life, staging: “It’s still a startup in my opinion.”
This sentiment was also echoed by Ashley Hamilton, Co-Owner of London 3×3, the UK’s first FIBA 3×3 team, who told Insider Sport the club is currently looking for a main sponsor and views agreements like the one with Telekom as a goal.
For Enginar, securing that level of support came down to something more than performance.
“It’s the base, it’s really the story about each player. I think it’s 50-50, you need to be a good athlete, but also the story is behind the athletes,” he explained.
“What was a key point to get Telekom in is that we have had three players practising and doing free-tricks since 11 years old. This is what brands are interested in.”
In his view, sponsors are not simply looking to fund talent, but to connect with something authentic.
“In startup sports, brands don’t want four different players to come together like soldiers who are playing for money. They want deeper behind-the-scenes stories,” he said.
“After the game, 20 kids come to them. You see this also in soccer. Mbappé goes from Paris Saint-Germain to Real Madrid, so many kids follow and buy the Mbappé jersey. It’s about the athlete and his story. Especially in 3×3, you need to build your own community.”
The pros and cons of touring the world
However, building a sustainable model for FIBA 3×3 requires more than just strong storytelling. The sport’s unique structure and global footprint bring both opportunities and challenges.
Speaking about the tour’s geography, Enginar noted that while some events are held in Asia, this can limit the appeal for certain sponsors. “Some brands see no value in sponsoring a team if it doesn’t operate in that market,” he explained. Still, he emphasised the importance of maintaining stops across Europe, where sponsor alignment is often more feasible.
While differing markets can complicate partnership agreements, they also open the door to flexible commercial models. Sanchez highlighted that the sport’s tournament-style format, similar to tennis, enables a mix of global and local sponsorship strategies
“You have a few global sponsors that are interested in the global exposure and in the story that is being created by the fact that we are playing every week, while on the other hand, you have more local sponsors that are interested in the impact of the event in the city or in the country. So it’s two different models,” said Sanchez.
This impact at a local level, however, hinges on effective delivery. Sanchez pointed to Vienna as a strong example, where the combination of institutional support and high-quality event management has set a benchmark.
“I think here [Vienna], the quality of the promoter makes a huge difference,” he said. “Austria is probably not a typical basketball country… However, if you come here… the previous events we had in the last two years have been incredible events. I think the difference is the quality of the promoter.”
Enginar echoed this understanding, particularly given his role at Magic Sky GmbH, which provides the tent-like structures which make hosting 3×3 events possible in almost any environment.
This accessible, dynamic format is part of what’s attracting attention across new territories. Hamilton said he sees the sport’s event feel and cultural energy as well suited to the UK capital, and expressed an interest in seeing London added as a future tour stop.
Potential urban sports crossovers
In many ways, the rise of FIBA 3×3 mirrors the success of other new sports formats that blend entertainment, culture, and speed, and few have done that as effectively as Ballers League.
The Ballers League is a fast-paced, influencer-driven indoor football competition built for the social media era. Launched in 2024, it features short-sided games and high production values tailored for streaming platforms.
With personalities from sports, music and online content creation acting as players, coaches, and even club owners, it has rapidly built a following among younger, digital-first audiences.
That mix of sport and entertainment is exactly what commercial partners are chasing. With Gen Z audiences increasingly resistant to traditional broadcast models, the Ballers League’s approach has made it attractive to brands seeking organic reach and cultural relevance, something 3×3 basketball also thrives on.
Sanchez sees that overlap clearly, and not just in theory. “Well, as a matter of fact, the promoter of the Ballers League is here,” Sanchez revealed during the Vienna stop. “Before coming to talk to you, I was with him at a table, talking to him. We have also talked with the promoter of the Kings League.”
While no partnership is confirmed, Sanchez was clear about the similarities and potential synergies.
“I think there’s a question of collaboration also because the rundown is similar, kind of event flair is similar,” he said. “We could potentially work together… The beauty of 3×3 is that in a lot of events we mix well with other sports.”
