MIES (Switzerland) – A pivotal new chapter has begun for FIBA following the signing of its first‑ever exclusive digital rights partnership for 3×3 basketball in one of international basketball’s biggest and strongest markets, with Shinai Sports agreeing to a deal through 2028.
The broadcaster will showcase FIBA’s leading 3×3 basketball events to millions of viewers and subscribers in China across multiple Shinai Sports platforms, including iQIYI and QiyiguoTV.
The agreement will provide the opportunity for Chinese fans to enjoy the unique action from the events right across the international 3×3 basketball calendar.
This will include the likes of the highly anticipated FIBA 3×3 World Cup 2026 in Warsaw, Poland from June 1-7, when the leading nations in the world will battle it out for the ultimate prize. There will also be a strong focus on the FIBA 3×3 World Tour and FIBA 3×3 Regional Cups.
The deal marks FIBA 3×3’s first exclusive digital rights partnership in China, establishing a dedicated distribution infrastructure for Chinese fans across the full international calendar for the first time. The innovative deal will begin with the upcoming FIBA 3×3 Asia Cup 2026 in Singapore. One of the most competitive events on the international FIBA 3×3 calendar, top stars from the region will light up the Lion City as the competition returns for the fifth consecutive year.
Alex Sanchez, Managing Director of FIBA 3×3 stated: “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.”
Celine Shi, Shinai Sports Vice President commented: “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.”
She added: “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.”
###
About FIBA 3×3
Exciting, urban and innovative, 3×3 is inspired by several forms of streetball played worldwide and is considered the world’s number one urban team sport. Steered by FIBA, games see two teams of three players face off on a basketball half-court. It was played successfully for the first time in international competition at the 2010 Youth Olympic Games in Singapore and since then has benefited from the launch of a yearly professional circuit for men and women (World Tour and Women’s Series respectively) and national-team competitions. 3×3 made its Olympic debut at the Tokyo 2020 Games.
For further information about 3×3, visit fiba3x3.basketball, FIBA 3×3 accounts on Douyin, Facebook, Instagram, SinaWeibo, Tencent, TikTok, Twitch, Twitter, Youku and YouTube or contact 3×3@fiba.basketball.
FIBA
Source link
