Basketball's international governing body FIBA has brought Mediapro Asia, the regional arm of the international sports media rights agency, on board to sell the media rights to its 3×3 basketball competitions.
The agreement will see Mediapro Asia manage the distribution and sale of media rights for all FIBA 3×3 properties, including the World Cup, Asia Cup, World Tour, Women’s Series, and Champions Cup in the Asia Pacific region until 2028.
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Sports marketing agency Orsen has a contract to sell commercial rights for FIBA’s 3×3 competitions worldwide, including all national team and 3×3 World Tour events.
Since its Olympic debut in Tokyo 2020, interest in 3×3 basketball across Asia has grown, with the sport becoming the number one urban team sport in the world, according to FIBA.
The sport was also showcased at Paris 2024 and is set to feature again at LA28, where the teams will increase from eight to 12 per gender.
Lars Heidenreich, managing director of Mediapro Asia, said: “We are excited to join forces with FIBA to bring the dynamic and youthful 3×3 format to fans and broadcasters across the region.
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By GlobalData“We look forward to building new partnerships and delivering exceptional coverage of FIBA 3×3 events.”
FIBA has recently focused on expanding the footprint of 3×3 basketball in Asia ahead of LA28, announcing in March that it will stage a trio of marquee events in Singapore across 2026 and 2027 as part of its tie-up with Sport Singapore, an arm of the country’s Ministry of Culture, Community and Youth.
The events include the 2026 FIBA 3×3 Asia Cup and the FIBA 3×3 World Cup Qualifiers, both of which will take place in April 2026, as well as the FIBA 3×3 World Cup proper in June 2027.
Earlier this year, FIBA staged its inaugural 3×3 Champions Cup in Bangkok, Thailand, featuring the world’s top 3×3 basketball teams, including continental cup winners, the highest-ranked teams in the FIBA 3×3 basketball rankings, Olympic gold medalists, and the host nation.
Last year, the governing body also agreed a deal with the All Women’s Sports Network (AWSN), the first global women’s sports channel, to broadcast the FIBA 3×3 Women’s Series 2025 and 2026 live and on delay across the USA, Mexico, India, Philippines, Vietnam, Japan, Korea, Kuwait, Bahrain, Qatar, UAE, Saudi Arabia and Sub-Saharan Africa.
The channel is also live on AWSN’s carrier partners, including in the US, India, the UAE, and the Philippines.
