Global basketball governing body FIBA has announced a new media rights deal in China for its international 3×3 tour with streaming platform Shinai Sports.
Through this exclusive multi-year agreement, which will run through the 2028 FIBA 3×3 campaign, Shinai Sports will stream coverage of the tour across its platforms, including the iQIYI sports channel, app, website, and Qiyigou TV.
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This marks FIBA’s first exclusive broadcast agreement in the Chinese market.
This will include the upcoming FIBA 3×3 World Cup 2026, which will take place in Warsaw, Poland, from June 1 through June 7, as well as the global FIBA 3×3 World Tour, and FIBA 3×3 regional tournaments, starting with the FIBA 3×3 Asia Cup 2026, taking place in Singapore from April 1 to April 5.
Speaking on the agreement, FIBA 3×3 managing director Alex Sanchez said: “The partnership with Shinai Sports is a landmark moment for FIBA and 3×3 basketball, because of the importance of the Chinese market.
“It has the scale and potential to help us further extend and accelerate our global reach by attracting new fans, which will help us continue delivering our strategic objective to grow 3×3 basketball globally.
"Additionally, Shinai Sports are a digital media provider who offer their consumers class-leading coverage of a range of premium sporting competitions and events. This means that we can be certain fans in China will be treated to the very best coverage of FIBA 3×3 events."
Indeed, the Chinese market is one of FIBA 3×3’s top international territories, hence why the tour will visit mainland China three times across the 2026 campaign, in Chengdu (May 2 and 3), Shanghai (May 23 and 24), and Deqing, (September 26 to 27).
Other regional events that will also be of particular interest include World Tour stages in Chinese special administrative regions Macau (October 17 to 18) and Hong Kong, (November 28 to 29), as well as nearby Ulaanbaatar, Mongolia (June 27 and 28), and the season opener in Utsunomiya, Japan (April 25 and 26).
Shinai Sports vice president Celine Shi added: “Shinai Sports is delighted to become the exclusive digital media partner for FIBA 3×3 events in China. The youthful energy and competitive tension displayed by 3×3 basketball align closely with the viewing preferences of current Chinese sports consumers."
"Leveraging its robust media distribution network and professional IP operations expertise, Shinai Sports will provide comprehensive promotion and in‑depth coverage of FIBA 3×3 events."
FIBA has also revealed that the 2025 edition of the 3×3 World Tour delivered ‘record digital impact’ across its distribution networks.
FIBA says that the tour generated over 1 billion impressions across social media and digital platforms, thanks in part to over 202 million video views and 16 million engagements, with total followers growing 37% year-on-year up to 10 million across platforms.
The body credits the growing prevalence of short-form video content with powering this substantial growth.
2025 also saw FIBA present its biennial 3×3 World Cup, hosted in Ulaanbaatar, which it says amassed 226 million video views and contributed to a growth in followers of 200,000.
Commercial partners of the 3×3 World Tour include court surface provider Enlio, ball manufacturer Wilson, and, most recently, Swiss brand Fourteen, which is the tour’s new apparel supplier.
