The global appeal of 3×3 basketball continues to expand and FIBA, the international governing body for the sport, has taken a significant step to bolster its presence in a key market. A new, multi-year media rights agreement with Shinai Sports will bring exclusive coverage of FIBA 3×3 events to fans across mainland China through 2028.
This partnership marks a pivotal moment for the fast-growing discipline, providing access to the action via Shinai Sports’ platforms, including the iQIYI sports channel, app, website, and Qiyigou TV. The deal underscores the importance of the Chinese market to FIBA’s global growth strategy, and represents the organization’s first exclusive broadcast agreement within the country.
Expanding Reach in a Key Territory
The agreement encompasses a wide range of FIBA 3×3 competitions, including the upcoming FIBA 3×3 World Cup 2026, scheduled to grab place in Warsaw, Poland, from June 1-7. Coverage will also extend to the global FIBA 3×3 World Tour and various FIBA 3×3 regional tournaments, beginning with the FIBA 3×3 Asia Cup 2026 in Singapore, April 1-5. The Chinese market’s significance is further highlighted by the planned inclusion of three tour stops within mainland China in 2026: Chengdu (May 2-3), Shanghai (May 23-24), and Deqing (September 26-27). Additional events in the region include stages in Macau (October 17-18) and Hong Kong (November 28-29), as well as competitions in Ulaanbaatar, Mongolia (June 27-28) and Utsunomiya, Japan (April 25-26).
Alex Sanchez, FIBA 3×3 Managing Director, emphasized the strategic importance of the partnership. “The partnership with Shinai Sports is a landmark moment for FIBA and 3×3 basketball, because of the importance of the Chinese market,” Sanchez said. “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.” He added that Shinai Sports’ reputation for high-quality sports coverage ensures Chinese fans will receive a premium viewing experience.
Shinai Sports and the Growing Popularity of 3×3
Shinai Sports, as a leading digital media provider in China, brings a robust distribution network and expertise in sports IP operations to the table. Celine Shi, Vice President of Shinai Sports, expressed enthusiasm for the collaboration. “Shinai Sports is delighted to become the exclusive digital media partner for FIBA 3×3 events in China,” Shi stated. “The youthful energy and competitive tension displayed by 3×3 basketball align closely with the viewing preferences of current Chinese sports consumers.” She affirmed Shinai Sports’ commitment to providing comprehensive promotion and in-depth coverage of FIBA 3×3 events.
The timing of this deal coincides with a period of significant growth for FIBA 3×3. The organization reported that the 2025 edition of the 3×3 World Tour generated over 1 billion impressions across social media and digital platforms, fueled by over 202 million video views and 16 million engagements. Total follower counts grew by 37% year-over-year, reaching 10 million across various platforms. FIBA attributes this surge in popularity to the increasing prevalence of short-form video content, which perfectly suits the fast-paced, dynamic nature of 3×3 basketball.
Beyond Broadcast: Partnerships and Commercial Growth
The 2025 3×3 World Cup, hosted in Ulaanbaatar, also contributed to this growth, amassing 226 million video views and adding 200,000 new followers. FIBA 3×3 is also attracting commercial partnerships, with Enlio serving as the official court surface provider, Wilson as the ball manufacturer, and Swiss brand Fourteen recently joining as the tour’s new apparel supplier. These partnerships demonstrate the increasing commercial viability of the sport.
The rise of 3×3 basketball, a more accessible and urban-focused version of the traditional game, has resonated with younger audiences globally. Its shorter game format and emphasis on individual skill make it particularly well-suited for digital consumption and social media engagement. This latest media rights deal with Shinai Sports is a clear indication of FIBA’s commitment to capitalizing on this momentum and expanding the reach of 3×3 basketball in one of the world’s largest and most dynamic sports markets.
Looking ahead, the focus will be on maximizing the impact of this partnership in China, building fan engagement, and continuing to grow the 3×3 community. The next major event on the calendar is the FIBA 3×3 Asia Cup 2026 in Singapore, where fans will get their first glimpse of the new broadcast coverage provided by Shinai Sports.
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