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.

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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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Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

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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.

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BANGKOK (Thailand) – The FIBA 3×3 Sponsor | Red Bull Champions Cup 2026 delivered a strong all-around performance across digital, broadcast and on-site engagement, further reinforcing the global momentum of 3×3 basketball.

Held at centralwOrld Square, the second edition of the Champions Cup combined elite competition with growing global visibility, both on and off the court.

Record growth across owned digital platforms

The event recorded strong growth across all key digital metrics, reflecting increasing global interest in the discipline.

The Champions Cup generated 59.8 million impressions, up from 37.4 million in 2025 (+60%), marking a significant increase in overall reach.

Total views also surged to 48 million, compared to 26.6 million in the previous edition (+80%), while engagement reached 1.3 million, up from 1.1 million last year (+18%).

Social media continued to play a central role in driving performance, with Facebook accounting for 41% of total engagement, compared to 29% in 2025.

These figures highlight the continued effectiveness of 3×3 basketball’s fast-paced, highlight-driven content in connecting with global audiences.

Extensive global broadcast coverage across key markets

The FIBA 3×3 Champions Cup 2026 was broadcast globally through a wide network of partners, ensuring strong international visibility for the event.

Coverage included:

1. Olympic Channel

2. TRT (Turkey)

3. TV Madagascar

4. TVP (Poland)

5. beIN Sports (USA)

6. RTS (Serbia)

7. Shinai Sports (China)

8. Unbeaten (USA)

9. OKKO (Russia)

10. CBC (Canada)

11. Arena Sports TV (Serbia)

In addition, the event received extensive coverage from major media outlets in Thailand, further strengthening its local footprint and visibility:

Major national media:

1. Thairath

2. Channel 3

3. Channel 7 (BBTV)

4. ThaiPBS

5. MCOT

Major digital and specialty platforms:

1. Khaosod

2. PPTVHD36

3. MainStand

4. T Sports 7

This combination of global broadcast partners and strong local media presence reflects the growing demand for 3×3 basketball content across both international and domestic markets.

Beyond digital and media performance, the event delivered a strong on-site footprint in Bangkok, with full attendance across all three days at centralwOrld.

In total, more than 19,300 fans attended the event, representing 45 different nationalities, highlighting the global appeal of 3×3 basketball and its ability to bring together diverse audiences in a shared urban setting.

The tournament also welcomed a number of distinguished guests and key stakeholders from across sport, media and business, including:

• Mr. Pimol Srivikorn, President of the National Olympic Committee of Thailand

• Mr. Nipon Chavalitmontien, President of the Basketball Sport Association of Thailand

• Mr. Brian L. Marcar, Managing Director of Tero Entertainment Public Company Limited

• Mr. Patthanapong Nuphan, Managing Director of Channel 7HD

• Ms. Mallika Luangnimitrmas, Marketing Director Thailand of TCP Group

• Mr. Ignacio Soriano, FIBA 3×3 Head of Events

Their presence highlighted the strong institutional and commercial support behind the event.

The Champions Cup also attracted well-known figures from the local entertainment industry, adding to the event’s visibility and cultural appeal. Among those in attendance were:

• MellaMay (Melanee Marcar), performer of the official tournament theme song “Bounce”

• Ohm Cocktail, singer and music producer.

• Ter Chantavit, actor and screenwriter

• Deland Dechoshai, Thai Supermodel Male 2024 winner

• Sean Chawitsakan, actor and model

On and off the court, the event delivered a dynamic experience for fans, combining elite competition with entertainment and community engagement.

Additional highlights included:

• The Opening Ceremony

• The Road to Champions Cup youth competition finals

• The Walk of Fame and influencer engagement activities

• Entertainment elements such as the Dunk Show and Fan Zone

Together, these elements contributed to a vibrant event atmosphere that connected local audiences with the global 3×3 basketball community.

Continued momentum as the road to LA28 accelerates

The performance of the Champions Cup 2026 underscores the continued rise of 3×3 basketball across multiple dimensions — competition, content and fan engagement.

With the road to the LA28 Olympic Games underway, events like the Champions Cup play a key role in strengthening the sport’s global footprint and visibility.

The combination of digital growth, expanded broadcast reach and strong on-site engagement in Bangkok reflects a discipline that continues to evolve and reach new audiences worldwide.

FIBA

BANGKOK (Thailand) – The FIBA 3×3 Sponsor | Red Bull Champions Cup 2026 delivered a strong all-around performance across digital, broadcast and on-site engagement, further reinforcing the global momentum of 3×3 basketball.

Held at centralwOrld Square, the second edition of the Champions Cup combined elite competition with growing global visibility, both on and off the court.

Record growth across owned digital platforms

The event recorded strong growth across all key digital metrics, reflecting increasing global interest in the discipline.

The Champions Cup generated 59.8 million impressions, up from 37.4 million in 2025 (+60%), marking a significant increase in overall reach.

Total views also surged to 48 million, compared to 26.6 million in the previous edition (+80%), while engagement reached 1.3 million, up from 1.1 million last year (+18%).

Social media continued to play a central role in driving performance, with Facebook accounting for 41% of total engagement, compared to 29% in 2025.

These figures highlight the continued effectiveness of 3×3 basketball’s fast-paced, highlight-driven content in connecting with global audiences.

Extensive global broadcast coverage across key markets

The FIBA 3×3 Champions Cup 2026 was broadcast globally through a wide network of partners, ensuring strong international visibility for the event.

Coverage included:

1. Olympic Channel

2. TRT (Turkey)

3. TV Madagascar

4. TVP (Poland)

5. beIN Sports (USA)

6. RTS (Serbia)

7. Shinai Sports (China)

8. Unbeaten (USA)

9. OKKO (Russia)

10. CBC (Canada)

11. Arena Sports TV (Serbia)

In addition, the event received extensive coverage from major media outlets in Thailand, further strengthening its local footprint and visibility:

Major national media:

1. Thairath

2. Channel 3

3. Channel 7 (BBTV)

4. ThaiPBS

5. MCOT

Major digital and specialty platforms:

1. Khaosod

2. PPTVHD36

3. MainStand

4. T Sports 7

This combination of global broadcast partners and strong local media presence reflects the growing demand for 3×3 basketball content across both international and domestic markets.

Beyond digital and media performance, the event delivered a strong on-site footprint in Bangkok, with full attendance across all three days at centralwOrld.

In total, more than 19,300 fans attended the event, representing 45 different nationalities, highlighting the global appeal of 3×3 basketball and its ability to bring together diverse audiences in a shared urban setting.

The tournament also welcomed a number of distinguished guests and key stakeholders from across sport, media and business, including:

• Mr. Pimol Srivikorn, President of the National Olympic Committee of Thailand

• Mr. Nipon Chavalitmontien, President of the Basketball Sport Association of Thailand

• Mr. Brian L. Marcar, Managing Director of Tero Entertainment Public Company Limited

• Mr. Patthanapong Nuphan, Managing Director of Channel 7HD

• Ms. Mallika Luangnimitrmas, Marketing Director Thailand of TCP Group

• Mr. Ignacio Soriano, FIBA 3×3 Head of Events

Their presence highlighted the strong institutional and commercial support behind the event.

The Champions Cup also attracted well-known figures from the local entertainment industry, adding to the event’s visibility and cultural appeal. Among those in attendance were:

• MellaMay (Melanee Marcar), performer of the official tournament theme song “Bounce”

• Ohm Cocktail, singer and music producer.

• Ter Chantavit, actor and screenwriter

• Deland Dechoshai, Thai Supermodel Male 2024 winner

• Sean Chawitsakan, actor and model

On and off the court, the event delivered a dynamic experience for fans, combining elite competition with entertainment and community engagement.

Additional highlights included:

• The Opening Ceremony

• The Road to Champions Cup youth competition finals

• The Walk of Fame and influencer engagement activities

• Entertainment elements such as the Dunk Show and Fan Zone

Together, these elements contributed to a vibrant event atmosphere that connected local audiences with the global 3×3 basketball community.

Continued momentum as the road to LA28 accelerates

The performance of the Champions Cup 2026 underscores the continued rise of 3×3 basketball across multiple dimensions — competition, content and fan engagement.

With the road to the LA28 Olympic Games underway, events like the Champions Cup play a key role in strengthening the sport’s global footprint and visibility.

The combination of digital growth, expanded broadcast reach and strong on-site engagement in Bangkok reflects a discipline that continues to evolve and reach new audiences worldwide.

FIBA

BANGKOK (Thailand) – Fans around the world can follow the FIBA 3×3 Champions Cup 2026 through a wide range of broadcast and digital partners.

The second edition of the global national team competition will take place March 13-15 at the centralwOrld in Bangkok, bringing together the world’s top men’s and women’s teams for three days of elite 3×3 basketball.

Viewers can catch the action live through multiple television networks, streaming platforms and digital channels across several regions.

Confirmed broadcast partners

Europe

• RTS (Serbia) – Serbia games and final day live on RTS Planeta; delayed broadcast on RTS2

• Arena Sports TV – Coverage in Serbia, Bosnia and Herzegovina, Montenegro and North Macedonia

• TVP (Poland) – Final day coverage on tvpsport.pl

• OKKO (Russia) – Digital streaming platform

• TRT (Turkey) – Coverage on TRT SPOR YILDIZ

Asia

America

• beIN Sports (USA / Canada) – Live streaming on beIN OTT and delayed broadcast on linear channels

• Azteca (Central America) – OTT platform coverage

• America TV (Peru) – Streaming via America TVGo

• CBC (Canada) – Live streaming on the CBC YouTube channel

Africa

Digital coverage worldwide

Fans across the globe will also be able to follow the tournament through FIBA’s digital ecosystem and international streaming platforms.

Worldwide digital coverage will be available on:

• Unbeaten Channel

• Olympic Channel

Games will also be streamed on the official FIBA 3×3 YouTube channel, allowing global audiences to follow the tournament live online.

The FIBA 3×3 Champions Cup 2026 promises three days of high-intensity halfcourt action as the world’s top national teams battle for the title and key qualification rewards on the international calendar.

FIBA

MIES (Switzerland) – As an exciting new season prepares to burst into action, it promises to be another incredible year for FIBA’s 3×3 basketball having re-enforced its position as one of the most thrilling urban sports worldwide during 2025.

Connecting with fans across all continents and delivering ever increasing value for partners, hosts, broadcasters and stakeholders, FIBA’s 3×3 basketball events strengthened its presence at the intersection of sport, entertainment and youth culture.

The 2025 season featured 17 stops on the FIBA 3×3 World Tour, alongside 19 Challengers and 15 events on the FIBA 3×3 Women’s Series, which continued its upward trajectory – reinforcing the commitment to elevate women’s basketball globally.

National team competitions remained as strong digital drivers, led by the FIBA 3×3 World Cup 2025, alongside continental and youth events. Meanwhile the inaugural FIBA 3×3 Champions Cup introduced a new elite competition to the annual 3×3 basketball calendar.

FIBA’s 3×3 basketball Managing Director, Alex Sanchez stated: “We are immensely proud to be able to reflect on 3×3 basketball’s best year so far and hitting unprecedented heights in these key metrics – something that highlights its ever-expanding reach. This clearly demonstrates how we continue to unlock the incredible potential of 3×3 basketball and deliver against our strategic objective of making 3×3 basketball the most thrilling urban sport in the world.

“Having recorded all-time high levels of engagement, broadcast coverage and record media value, we will now continue our journey of growth. We remain fully focused on expanding the global footprint of 3×3 basketball in 2026 and this is exciting news for players, fans, broadcasters, commercial partners, private promoters, National Federations and our other stakeholders.”

The new season 2026 will feature many highlights to look forward to throughout the 2026 calendar. These include the likes of the FIBA 3×3 World Cup in Poland during June, the latest FIBA 3×3 Women’s Series and the FIBA 3×3 World Tour which will culminate in the highly anticipated Final during December.

Media impact and sponsorship visibility proved to be the defining highlight of the season. During 2025, 3×3 basketball generated an estimated 220-290 million US dollars in total media value for sponsors, driven by social media exposure, earned media coverage and television visibility. The figures also served to underline the growing return on investment delivered by 3×3 basketball’s integrated media ecosystem.

Broadcast distribution also reached new highs, with 3×3 basketball securing partnerships that spanned all five continents. Competitions were aired across 234 territories worldwide, significantly expanding the discipline’s growing global footprint.

This was no better demonstrated than an eye-catching 48 percent increase in linear television coverage of the FIBA 3×3 World Cup 2025 compared to the 2023 edition – a new peak of 418 broadcast hours having also been attained.

Surging global fan engagement as 10 million followers landmark passed

FIBA’s 3×3 basketball digital ecosystem continued to drive global visibility and deliver outstanding growth in engagement levels. This was no better underlined than by FIBA’s 3×3 basketball global social community surpassing 10 million followers for the very first time, also representing a standout 20 percent growth, year-on-year.

Across all platforms in 2025, there were 1.5 billion impressions, 1.1 billion video views and 118 million engagements to further illustrate the scale and depth of fan interaction worldwide.

Noticeably, the audience profile remains distinctly young, with approximately 70 percent falling into the 13–34 years old age bracket, a figure that underpins the powerful connection 3×3 basketball has with next-generation fans.

For more on the 2026 competition calendar, click here.

FIBA

WARSAW (Poland) – The FIBA 3×3 World Cup 2026 is ready to take over Warsaw from June 1–7 as the world’s best 3×3 basketball players battle for global glory.

Fans around the world will be able to catch all the action live through FIBA 3×3’s global broadcast partners and digital streaming platforms.

From defending champions and Olympic stars to rising contenders and viral highlights, Warsaw promises a blockbuster week of world-class 3×3 basketball.

Here’s where you can watch the action live.

Europe

Asia & Oceania

• Australia: Fox Australia – Kayo

• China: Shinai Sports / Bilibili

• Hong Kong: 3x3HKG

• Malaysia: Astro

• Mongolia: Premiere Sports Network

• New Zealand: Sky New Zealand

• Chinese Taipei: DAZN

• Thailand: TrueVisions

• Vietnam: B Company

Americas

Africa

Digital Worldwide

Fans worldwide can also follow the action through:

Stay Connected

Stay tuned on FIBA 3×3 platforms and follow @FIBA3x3 and @FIBA3x3W for schedules, highlights, exclusive interviews, behind-the-scenes content and all the biggest moments from Warsaw.

Official hashtag: #3x3WC

FIBA