3x3 basketball will make its third Olympic appearance in 2028 in Los Angeles, after making a strong impression at Paris 2024. The discipline quickly won over audiences with its dynamism, intensity, and ability to capture the attention of a young crowd. Alex Sanchez, FIBA's 3x3 director, answers questions from Francs Jeux.
FIBA 3x3 has seen a significant increase in its social media numbers over the past few months. What does this suggest for the future?
These figures reflect structural and sustainable growth rather than a temporary peak. In 2025, the global 3x3 basketball fan community on social media surpassed 10 million followers for the first time, a 20% increase over the previous year, compared to 7,3 million in 2024. Across all platforms, the season generated 1,5 billion impressions, 1,1 billion video views, and 118 million interactions. This sport generated an estimated total media value of between US$220 million and US$290 million for sponsors.
These figures confirm that 3x3 basketball has established a direct channel to a young, digitally native audience. This growth is driven by short, platform-optimized content focused on individual players and the atmosphere of our events. Looking ahead, this translates into an increasingly sophisticated commercial and audiovisual offering in the lead-up to the Los Angeles 2028 Olympic Games, and a sport that is building a lasting global fan community, rather than simply being in an emerging phase.
What is the profile of 3x3 fans?
The defining characteristic of our audience is its age. 70% of 3x3 basketball fans are between 13 and 34 years old, placing this discipline at the intersection of sport, entertainment, and youth culture. The audience is spread across a wide range of platforms. During the last full reporting period, TikTok saw 58% growth, reaching 2,7 million subscribers; YouTube subscriptions nearly doubled to over one million; Instagram reached 712.000 subscribers; and Facebook approached 2,8 million. The number of subscribers on Chinese platforms increased from 933.000 to 1,3 million. Television coverage is projected to reach 234 territories by 2025.
What is the state of 3x3 basketball in the United States two years before the Los Angeles 2028 Games?
The United States hosts FIBA-recognized competitions at every level of the pyramid. Challengers are part of the professional structure of the World Tour and lead directly to the World Tour Masters. Below that, Quests and Lite Quests form the entry level of the same circuit. Each of these competitions awards FIBA 3x3 ranking points, and these points count toward the individual, team, and federation rankings that determine the path to Los Angeles 2028. Everything counts toward the Olympic Games. The 24-month federation rankings, in effect since December 2025, are based on cumulative results. With a national ecosystem comprised of Challengers, Quests, and Lite Quests, American players accumulate ranking points and game volume toward the Games.
Are you worried about the upcoming analysis of all Olympic disciplines, especially given the IOC's claim that the program needs to be streamlined? 3x3 basketball could be at risk because it requires a dedicated venue.
3x3 basketball is one of the most obvious success stories of the recent Olympic program. The discipline made its debut at Tokyo 2020, and at Paris 2024, it was played in front of spectators for the first time. The competitions held at the Place de la Concorde were packed every day and provided some of the most memorable images of the Games. For Los Angeles 2028, the field has been expanded from eight to twelve teams per gender, adding four nations to each competition. This expansion directly reflects the growing importance of 3x3 within the Olympic Movement and paves the way for broader national participation, as well as an increased global presence.
The race to host the 2036 Games is heating up, and some countries might be tempted to host 3x3 basketball events to showcase their capabilities. Have you engaged in discussions with India, South Korea, Turkey, Chile, Hungary, or South Africa, which are confirmed or potential candidates?
FIBA manages a global network of World Tour, Challenger, and Women's Series events annually in approximately 30 territories. Interest from candidate cities is consistent and worldwide.
