Global basketball governing body FIBA has struck a new wide-ranging content partnership for its 3×3 property with L1VE, the US-based immersive broadcast virtual reality tech startup.
Through the three-year agreement, live broadcasts from the men’s elite FIBA 3×3 World Tour, the FIBA 3×3 Women’s Series, and the top-line annual FIBA 3×3 World Cup will be available via ticketed access on L1VE’s platform across immersive reality headset users.
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That ticketed access will come in the form of single-day or full-tournament passes, mirroring real-world event ticketing.
L1VE is available on Apple Vision Pro, Meta Quest, Steam Frame, Pico, and Galaxy XR headsets, effectively covering all of the major brands in the space.
This partnership will begin with this weekend’s FIBA 3×3 World Tour stop in Debrecen, Hungary, on August 29 and 30.
Speaking on the announcement, FIBA 3×3 managing director Alex Sanchez said: “3×3 basketball was built to bring the game closer to the fans. Working with L1VE over the next three seasons, we are exploring new ways for audiences around the world to experience the intensity and energetic setting of our events.’’
L1VE chief commercial officer Daavid Morgenbesser added: “3×3 basketball is one of the most thrilling urban sports in the world. One court, non-stop, right in your face. That makes it a natural fit for L1VE. Over the next three years, we want to give fans a new way to be there, courtside, inside the atmosphere and sharing the real game with the people they want beside them, wherever they are in the world.”
Interest in FIBA 3×3 content is rising internationally. The 2026 edition of the annual 3×3 World Cup was the best-attended edition yet, according to global basketball's governing body.
Hosted in Warsaw, Poland, at a ‘3×3 village’ in the city’s Parade Square, FIBA claims that over 100,000 people attended the seven-day competition in early June.
Each of the seven evening sessions across the week of June 1 to June 7 sold out, including a total of 27,500 attending games at the purpose-built open-air ‘Arena 3×3’ venue.
This came off the back of a strong 2025, which saw record media value, broadcast reach, and engagement numbers for FIBA 3×3 competitions.
The campaign was highlighted by media impact and sponsorship visibility, with 3×3 basketball generating an estimated $220-290 million in total media value for sponsors, according to FIBA, driven by social media exposure, earned media coverage, and television visibility.
The competitions also delivered strong digital engagement numbers. Across all platforms in 2025, there were 1.5 billion impressions, 1.1 billion video views, and 118 million engagements.
FIBA’s 3×3 basketball social channels also surpassed 10 million followers, representing a 20% growth year-on-year.
