Authenticity, AI & Athletes: FIBA 3×3 GM Alex Sanchez on the Business of Basketball

In this exclusive conversation with iSportConnect’s Taruka, Alex Sanchez Mollinger, General Manager of FIBA 3×3, unpacks the commercial engine driving one of basketball’s fastest-growing formats. From early partnership strategy and athlete-led brand activations to the role of AI, sustainability, and social impact — Sanchez offers a compelling look into how FIBA 3×3 is redefining sports marketing, storytelling, and urban engagement ahead of the LA28 Olympic Games.

From a commercial standpoint, how important is it for you to secure partnerships ahead of major tour events like this one?

Early partnership engagement is critical not just for operational alignment, but for maximising collective impact. When we bring partners in ahead of major events, we’re able to co-design activations, digital campaigns, and on-site experiences that reflect shared objectives. It allows us to move from transactional sponsorship to true collaboration — where partners contribute to shaping the narrative, deepening fan engagement, and enhancing the overall footprint of the event. This integrated approach ultimately delivers greater visibility, stronger community relevance, and more measurable outcomes for all parties involved.

Could you tell us about some of the brands you’re currently working with — and what you look for in a good brand partner?

We are currently collaborating with established partners such as Wilson and Enlio. These partnerships are built on shared values and a mutual commitment to innovation, sustainability, performance, and urban culture. Both are examples of long-term partnerships that have understood the idiosyncrasy of 3×3 to leverage it with a bespoke narrative: Wilson has developed a genuine urban basketball that improves grip and shooting percentage, while Enlio has designed a portable court that improves traction while taking care of athletes’ health. We seek brands that understand our positioning, and are invested in co-creating value through long-term engagement.

Are there any specific sectors — like sports tech, performance analytics, or lifestyle brands — that you’re particularly keen to collaborate with this season?

This season, we are particularly interested in engaging with sectors that are closely aligned with our narrative. We see high potential in collaborations that enhance the athlete experience, support fan engagement, and contribute to the cultural relevance of the sport whether through apparel, connected devices, or consumer-facing platforms.

How has sports technology (wearables, AI-driven performance tools, recovery tech) shaped your strategy lately? 

Technology is one of the enablers to our ecosystem, and it is central to how we operate — not only in terms of performance, but also in driving efficiency, promoting sustainability, and enhancing fan engagement. On the efficiency side, AI-assisted tools help us automate highlight production, streamline workflows, and reduce manual overhead allowing us to do more with leaner teams and fewer resources. From a sustainability perspective, we’ve adopted digital processes that replace physical materials, cutting down on waste and emissions at events. These efforts have been formally recognised through ISO certification for sustainability — an important milestone that reflects our ongoing commitment to responsible event delivery. On the fan side, technology helps us unlock new interactive experiences, offering real-time insights, personalised content, and deeper engagement with the athletes and the game.

With fans engaging more digitally, are you seeing more brands wanting to activate through innovative fan experiences or virtual engagement during tournaments?

Yes, and we’re seeing a clear shift toward athlete-led digital engagement. Brands increasingly want to build authentic connections with fans by working directly with our players — amplifying their stories, personalities, and influence across social platforms. A strong example is our recent collaboration with Karl Lagerfeld, where several of our top athletes were featured in the brand’s launch campaign. The campaign blended fashion, sport, and personality — creating a culturally relevant moment that resonated with our community and extended far beyond the court. These kinds of activations are proving to be more impactful than traditional formats, as they allow fans to connect with both the brand and the athletes on a personal level, through the channels they engage with daily.

Sustainability and social impact are becoming huge themes in sports partnerships. Are these factors important to you when considering commercial tie-ups?

Sustainability and social responsibility are integral to how we design and deliver FIBA 3×3 events. This is the main reason to undergo the process for ISO 20121 certification. It’s important to note that the FIBA 3×3 World Tour is the only basketball competition in the world to have achieved this designation. As an urban sport that operates in the heart of city centres, we take seriously our role in minimising environmental impact and supporting the communities we engage with. We actively seek partners who align with these values  whether that’s through sustainable materials, inclusive programming, or long-term community engagement. Our commitment has been recognized through ISO certification, which was recently renewed through 2027, reflecting the depth and consistency of our sustainability efforts. For us, it’s not just about compliance  it’s about partnering with brands that want to leave a lasting, positive legacy wherever we play.

How do you balance maintaining authenticity on social media while also fulfilling brand obligations?

Elevating athlete visibility is central to our strategy, both in terms of competition and content. We actively support players in building their personal brands through social media amplification, media training, and direct involvement in sponsor campaigns. A strong example is our ongoing collaboration with Wilson. Beyond their role as our official ball partner, Wilson has worked with us to spotlight athletes in branded content, product features, and community activations that go far beyond traditional sponsorship. These initiatives provide players with valuable exposure and create authentic connections between athletes and fans. By involving athletes directly in brand storytelling, we create deeper impact for sponsors and help players grow their presence on and off the court.

Finally, looking beyond Utsunomiya, what are your broader goals commercially and competitively for the rest of the season?

Our broader objective is to continue driving the global growth of FIBA 3×3 as we build momentum toward the LA28 Olympic Games. We are focused on expanding our presence globally, strengthening our relationships with partners, and ensuring that every touchpoint — from events to digital content — delivers tangible value. A major part of that strategy involves supporting the image and reach of our athletes, helping them grow as public figures and brand ambassadors. At the same time, we remain committed to delivering events and partnerships that are sustainable, responsible, and aligned with our long-term impact goals. Everything we do is geared toward building a dynamic, future-ready platform that serves the game, its players, and the communities around it.