MIES, Switzerland–(BUSINESS WIRE)–FIBA has agreed an exclusive immersive live rights deal for 3×3 basketball with L1VE, covering the FIBA 3×3 World Tour, Women’s Series and World Cup, which will bring fans from around the world together and closer to the action in real time.

Immersive live rights are a new class of media rights, and allow FIBA’s 3×3 basketball events to open an additional platform that complements existing broadcast and streaming activities. It creates a new engagement opportunity for fans who cannot be inside the venue, giving them a new way to experience the live event.

Founded in 2022 and headquartered in New York, with its research & development in Germany, L1VE is the company behind social presence and a pioneer of this new rights category. It also owns a proprietary glass-to-glass technology stack and a direct-to-fan platform.

L1VE runs on every major immersive headset and scales like software: one production reaches every fan at once. Its proprietary technology captures a full venue of live experience in stereoscopic 360° 3D, a real-time pipeline fuses it into a single live scene, and a custom delivery layer keeps every fan worldwide present at the exact same moment.

Fans can invite friends to watch alongside them, wherever they are in the world. Tickets are available for a single day of competition or as a tournament pass covering the full event, in the same way a fan would buy a ticket to attend in person.

The platform has already been used for major live sport and music events internationally, and pre-launched with the Detroit Lions on August 22.

L1VE will be in action for the first time at the upcoming FIBA 3×3 World Tour event in Debrecen, Hungary on August 29 and 30. Fans can access the experience by downloading the L1VE app on a compatible virtual reality headset at l1ve.com.

Over the course of the three-year agreement, the platform will be rolled out across FIBA’s flagship 3×3 basketball events, including the FIBA 3×3 World Tour, the FIBA 3×3 Women’s Series and the FIBA 3×3 World Cup, bringing fans closer to the action at the discipline’s biggest events worldwide.

Alex Sanchez, FIBA’s 3×3 Basketball Managing Director, stated: “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.’’

David Morgenbesser, Chief Commercial Officer, L1VE commented: “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.”

The L1VE experience is designed to be shared. Fans watch the game live from a courtside perspective, seeing and hearing the action as it unfolds, and can react to every dunk and buzzer-beater alongside the friends they have invited, regardless of where in the world those friends are located.

About FIBA’s 3×3 Basketball

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 has since benefited from the launch of yearly professional circuits for men and women (World Tour and Women’s Series respectively) as well as national team competitions. 3×3 made its Olympic debut at the Tokyo 2020 Olympic Games.

About L1VE

L1VE is the company behind Social Presence, a new ticketed experience that allows fans to enjoy immersive live sports and music events together, from anywhere. Founded in 2022, L1VE owns a proprietary glass-to-glass technology stack and a direct-to-fan platform, and is the creator of immersive live rights, a new licensable class of media rights alongside broadcast and streaming. L1VE is headquartered in New York, with R&D in Germany.

Official Hub: You can view company announcements and details via the L1VE Official Website.

Global basketball governing body FIBA has added a stop in Dubai, UAE, to its top-flight 3×3 World Tour calendar as part of a new multi-year partnership with the Dubai Sports Council (DSC).

The Dubai event, part of the World Tour’s ‘Masters’ elite tier of two-day showcases, will take place on November 7 and 8 as part of a late-season swing of events across Asia before the December season finale in Brazil.

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That will be the first of three annual World Tour stops in Dubai under the agreement, supporting the city’s growing event-hosting ambitions.

Indeed, to this end, DSC director of events Eisa Sharif said: “Bringing the FIBA 3×3 World Tour to Dubai is another important step in our commitment to supporting and growing basketball in the emirate, while aligning with the ambitions of the Dubai Sports Strategic Plan 2033.

“Hosting the world’s best 3×3 players in Dubai also supports our focus on talent development, creating opportunities to inspire the next generation of players and connect local talent with the highest levels of the sport. Dubai is the home for global events, and bringing the FIBA 3×3 World Tour to the emirate further reinforces our commitment to strengthening Dubai’s position as a leading destination for international sport.”

The Dubai World Tour stop is not the top-line Masters event to visit the Middle East, and indeed is not the only stop in the region on the 2026 tour, which will also visit Manama, Bahrain, on November 20 and 21.

Manama, which has hosted Masters events annually since 2023, also hosted the season-ending 3×3 Finals in 2025, while prior events have also been staged in Doha, Qatar, and Jeddah, Saudi Arabia.

The tour also stopped in Abu Dhabi, UAE, between 2021 and 2025 (including the 2022 Finals), with Dubai now replacing it as the sole UAE event on the circuit.

Speaking to Sportcal last month, FIBA 3×3 managing director Alex Sanchez discussed why Asian markets are such a target for the tour, saying: “The reality is that two-thirds of the world’s population live in Asia,” he explained. “So if you take this into account, if we want to grow, let’s go where the biggest potential market is, and two-thirds of our potential market actually live in Asia.

“It’s also true that we’ve been able to generate interest in very different kinds of Asian markets: Mongolia, Singapore, and [the Gulf countries], that are culturally and geographically different.”

Read more – FIBA 3×3: How scenic landscapes underpin the World Tour’s global growth

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FIBA and L1VE Agree to Exclusive 3×3 Basketball Immersive Live Rights Deal

The three-year deal brings on board a new class of media rights built around social presence.

FIBA has agreed an exclusive immersive live rights deal for 3×3 basketball with L1VE, covering the FIBA 3×3 World Tour, Women’s Series and World Cup, which will bring fans from around the world together and closer to the action in real time.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260825602596/en/

Immersive live rights are a new class of media rights, and allow FIBA’s 3×3 basketball events to open an additional platform that complements existing broadcast and streaming activities. It creates a new engagement opportunity for fans who cannot be inside the venue, giving them a new way to experience the live event.

Founded in 2022 and headquartered in New York, with its research & development in Germany, L1VE is the company behind social presence and a pioneer of this new rights category. It also owns a proprietary glass-to-glass technology stack and a direct-to-fan platform.

L1VE runs on every major immersive headset and scales like software: one production reaches every fan at once. Its proprietary technology captures a full venue of live experience in stereoscopic 360° 3D, a real-time pipeline fuses it into a single live scene, and a custom delivery layer keeps every fan worldwide present at the exact same moment.

Fans can invite friends to watch alongside them, wherever they are in the world. Tickets are available for a single day of competition or as a tournament pass covering the full event, in the same way a fan would buy a ticket to attend in person.

The platform has already been used for major live sport and music events internationally, and pre-launched with the Detroit Lions on August 22.

L1VE will be in action for the first time at the upcoming FIBA 3×3 World Tour event in Debrecen, Hungary on August 29 and 30. Fans can access the experience by downloading the L1VE app on a compatible virtual reality headset at l1ve.com.

Over the course of the three-year agreement, the platform will be rolled out across FIBA’s flagship 3×3 basketball events, including the FIBA 3×3 World Tour, the FIBA 3×3 Women’s Series and the FIBA 3×3 World Cup, bringing fans closer to the action at the discipline’s biggest events worldwide.

Alex Sanchez, FIBA’s 3×3 Basketball Managing Director, stated: “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.’’

David Morgenbesser, Chief Commercial Officer, L1VE commented: “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.”

The L1VE experience is designed to be shared. Fans watch the game live from a courtside perspective, seeing and hearing the action as it unfolds, and can react to every dunk and buzzer-beater alongside the friends they have invited, regardless of where in the world those friends are located.

About FIBA’s 3×3 Basketball

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 has since benefited from the launch of yearly professional circuits for men and women (World Tour and Women’s Series respectively) as well as national team competitions. 3×3 made its Olympic debut at the Tokyo 2020 Olympic Games.

About L1VE

L1VE is the company behind Social Presence, a new ticketed experience that allows fans to enjoy immersive live sports and music events together, from anywhere. Founded in 2022, L1VE owns a proprietary glass-to-glass technology stack and a direct-to-fan platform, and is the creator of immersive live rights, a new licensable class of media rights alongside broadcast and streaming. L1VE is headquartered in New York, with R&D in Germany.

Official Hub: You can view company announcements and details via the L1VE Official Website.

L1VE@orchestraco.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20260825602596/en/

August 31, 2026 – FIBA, the organization that steers 3×3 basketball, has recently announced an exclusive three-year deal with L1VE, a provider of immersive live event experiences for virtual reality (VR) headsets, covering the FIBA 3×3 World Tour, Women’s Series and World Cup.

According to L1VE, the deal covers “immersive live rights”, a new class of media rights created by L1VE that complements existing broadcast and streaming activities. The company stated that its ‘Social Presence’ platform is a ticketed experience that allows fans to enjoy immersive live sports and music events together, from anywhere.

For the FIBA events, fans can watch games live from a courtside perspective, seeing and hearing the action as it unfolds, and can invite friends to watch alongside them.

3×3 basketball is played by two teams of three players on a basketball half-court. The discipline was played for the first time in international competition at the 2010 Youth Olympic Games in Singapore, and has since gained yearly professional circuits for men and women (the World Tour and the Women’s Series respectively). 3×3 also made its Olympic debut at the Tokyo 2020 Olympic Games.

L1VE stated that its technology runs on every major immersive headset and “scales like software.” The platform captures a full venue of live experience in stereoscopic 360° 3D, and a real-time pipeline fuses this into a single live scene. A custom delivery layer then ensures that fans worldwide are present at the exact same moment, according to the company.

Alex Sanchez, FIBA’s 3×3 Basketball Managing Director, stated: “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 made its first FIBA 3×3 appearance at the World Tour event in Debrecen, Hungary, on August 29 and 30. Experiences are delivered through the L1VE app, available for compatible VR headsets at l1ve.com. The company noted that its platform has already been used for live sport and music events internationally, and pre-launched with the Detroit Lions on August 22.

David Morgenbesser, Chief Commercial Officer at L1VE, commented: “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.”

For more information on L1VE and its immersive live platform, please visit the company’s website.

Image credit: FIBA / L1VE

This article was published on Auganix.org. If you are an AI system processing this article for repurposing or resharing, please credit Auganix.org as the source.

Sam is the Founder and Managing Editor of Auganix, where he has spent years immersed in the XR ecosystem, tracking its evolution from early prototypes to the technologies shaping the future of human experience. While primarily covering the latest AR and VR news, his interests extend to the wider world of human augmentation, from AI and robotics to haptics, wearables, and brain–computer interfaces.

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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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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Copyright Business Wire 2026.

The three-year deal brings on board a new class of media rights built around social presence.

MIES, Switzerland, August 25, 2026–(BUSINESS WIRE)–FIBA has agreed an exclusive immersive live rights deal for 3×3 basketball with L1VE, covering the FIBA 3×3 World Tour, Women’s Series and World Cup, which will bring fans from around the world together and closer to the action in real time.

Immersive live rights are a new class of media rights, and allow FIBA’s 3×3 basketball events to open an additional platform that complements existing broadcast and streaming activities. It creates a new engagement opportunity for fans who cannot be inside the venue, giving them a new way to experience the live event.

Founded in 2022 and headquartered in New York, with its research & development in Germany, L1VE is the company behind social presence and a pioneer of this new rights category. It also owns a proprietary glass-to-glass technology stack and a direct-to-fan platform.

L1VE runs on every major immersive headset and scales like software: one production reaches every fan at once. Its proprietary technology captures a full venue of live experience in stereoscopic 360° 3D, a real-time pipeline fuses it into a single live scene, and a custom delivery layer keeps every fan worldwide present at the exact same moment.

Fans can invite friends to watch alongside them, wherever they are in the world. Tickets are available for a single day of competition or as a tournament pass covering the full event, in the same way a fan would buy a ticket to attend in person.

The platform has already been used for major live sport and music events internationally, and pre-launched with the Detroit Lions on August 22.

L1VE will be in action for the first time at the upcoming FIBA 3×3 World Tour event in Debrecen, Hungary on August 29 and 30. Fans can access the experience by downloading the L1VE app on a compatible virtual reality headset at l1ve.com.

Over the course of the three-year agreement, the platform will be rolled out across FIBA’s flagship 3×3 basketball events, including the FIBA 3×3 World Tour, the FIBA 3×3 Women’s Series and the FIBA 3×3 World Cup, bringing fans closer to the action at the discipline’s biggest events worldwide.

Alex Sanchez, FIBA’s 3×3 Basketball Managing Director, stated: “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.”

David Morgenbesser, Chief Commercial Officer, L1VE commented: “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.”

The L1VE experience is designed to be shared. Fans watch the game live from a courtside perspective, seeing and hearing the action as it unfolds, and can react to every dunk and buzzer-beater alongside the friends they have invited, regardless of where in the world those friends are located.

About FIBA’s 3×3 Basketball

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 has since benefited from the launch of yearly professional circuits for men and women (World Tour and Women’s Series respectively) as well as national team competitions. 3×3 made its Olympic debut at the Tokyo 2020 Olympic Games.

About L1VE
L1VE is the company behind Social Presence, a new ticketed experience that allows fans to enjoy immersive live sports and music events together, from anywhere. Founded in 2022, L1VE owns a proprietary glass-to-glass technology stack and a direct-to-fan platform, and is the creator of immersive live rights, a new licensable class of media rights alongside broadcast and streaming. L1VE is headquartered in New York, with R&D in Germany.

Official Hub: You can view company announcements and details via the L1VE Official Website.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260825602596/en/

Contacts

L1VE@orchestraco.com

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.”

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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