FIBA Appoints Mediapro Asia as Exclusive Sales Representative for 3×3 Basketball Media Rights

FIBA, the International Basketball Federation, today announced the appointment of Mediapro Asia as its exclusive sales representative for media rights for 3×3 Basketball, further strengthening the sport’s global expansion and commercial growth.

Under the agreement, Mediapro Asia will manage the distribution and sale of media rights for all FIBA 3×3 properties, including the FIBA 3×3 World Cup, FIBA 3×3 Asia Cup, FIBA 3×3 World Tour, FIBA 3×3 Women’s Series, and FIBA 3×3 Champions Cup. The partnership will cover the Asia Pacific region until 2028.

3×3 Basketball has seen remarkable growth especially in Asia. Since making its Olympic debut in Tokyo 2020, it is now widely regarded as the number one urban team sport in the world. There has been significant impact in Asia, as it democratizes access to sport, energizes youth culture, and strengthens sports development in the different countries.

Alex Sanchez, FIBA 3×3 Director, commented: “We are thrilled to partner with Mediapro, part of Grup Mediapro, Asia to accelerate the reach of FIBA 3×3 Basketball in key markets. 3×3 has tremendous potential to engage new audiences, and Mediapro Asia’s proven expertise will be vital in driving this growth.”

Lars Heidenreich, Managing Director of Mediapro Asia, said: “We are excited to join forces with FIBA to bring the dynamic and youthful 3×3 format to fans and broadcasters across the region. We look forward to building new partnerships and delivering exceptional coverage of FIBA 3×3 events.”