FIBA 3×3 Basketball: China Deal Signals Global Expansion and Digital Future
A new media rights deal between FIBA and Shinai Sports highlights the growing importance of the Chinese market for 3×3 basketball, and signals a broader trend of increasing digital accessibility for the sport worldwide.
China at the Heart of 3×3 Growth
FIBA’s exclusive multi-year agreement with Shinai Sports, running through 2028, will bring coverage of 3×3 events – including the FIBA 3×3 World Cup and World Tour – to Chinese audiences via iQIYI sports channel, app, website, and Qiyigou TV. This marks FIBA’s first exclusive broadcast agreement within China, underscoring the country’s position as a key territory for the sport’s expansion. The 2026 FIBA 3×3 World Tour will feature three stops in mainland China: Chengdu, Shanghai, and Deqing, alongside events in Macau and Hong Kong.
Digital Engagement Drives Growth
The partnership comes on the heels of record digital impact for the 2025 3×3 World Tour, which generated over 1 billion impressions across social media and digital platforms. This success was fueled by over 202 million video views and 16 million engagements, contributing to a 37% year-over-year increase in total followers, reaching 10 million across platforms. FIBA attributes this growth to the increasing popularity of short-form video content.
Short-Form Video: A Key to Reaching New Audiences
The surge in digital engagement demonstrates the effectiveness of short-form video in attracting new fans to 3×3 basketball. The 2025 World Cup in Ulaanbaatar amassed 226 million video views and contributed to a 200,000 increase in followers. This trend suggests that platforms like TikTok and YouTube Shorts will continue to be vital for promoting the sport and expanding its reach.
Strategic Partnerships and Brand Expansion
FIBA is actively building its commercial partnerships to support the growth of 3×3 basketball. Current partners include court surface provider Enlio, ball manufacturer Wilson, and apparel supplier Fourteen. These collaborations are essential for ensuring the quality of events and expanding brand visibility.
The Rise of 3×3: A Global Phenomenon
The success of 3×3 basketball is not limited to China. The sport’s global reach is expanding, with events planned in locations like Warsaw (Poland – 2026 World Cup), Singapore (FIBA 3×3 Asia Cup 2026), Ulaanbaatar (Mongolia), and Utsunomiya (Japan). This global expansion is being driven by the sport’s accessibility, quick-paced action, and appeal to younger audiences.
What the Experts Say
Alex Sanchez, FIBA 3×3 managing director, emphasized the importance of the Chinese market and the potential of the partnership with Shinai Sports to attract new fans and accelerate global reach. Celine Shi, Shinai Sports vice president, highlighted the alignment between the youthful energy of 3×3 basketball and the viewing preferences of Chinese sports consumers.
Pro Tip
Leverage short-form video platforms to showcase the dynamic and exciting nature of 3×3 basketball. Focus on highlight reels, player profiles, and behind-the-scenes content to engage potential fans.
Frequently Asked Questions
- What is FIBA 3×3? It’s a fast-paced, urban version of basketball played with three players on a half-court.
- Where can I watch FIBA 3×3 events in China? Through Shinai Sports’ platforms, including iQIYI sports channel, app, website, and Qiyigou TV.
- What contributed to the growth of 3×3 basketball in 2025? The increasing popularity of short-form video content and strategic partnerships.
Explore more about FIBA 3×3 and its global impact here.
