Global governing body FIBA has strengthened its presence in Asia by signing an exclusive media rights agreement in China with Shinai Sports for its rapidly growing 3×3 basketball format.
Under the multi-year deal, Shinai Sports will become the exclusive broadcaster of FIBA 3×3 content in China through the 2028 season, marking FIBA’s first exclusive agreement in the Chinese market.
Expanding Distribution Across China
The partnership will see Shinai Sports stream FIBA 3×3 events across its ecosystem, including:
- iQIYI sports channel
- Shinai Sports app and website
- Qiyigou TV
Coverage will include major competitions such as:
- The FIBA 3×3 World Cup 2026 in Warsaw (June 1–7)
- The FIBA 3×3 World Tour
- Regional events like the FIBA 3×3 Asia Cup 2026 in Singapore
Strategic Focus on China
According to Alex Sanchez, the agreement represents a “landmark moment†driven by the scale and potential of the Chinese market.
China is already one of the key territories for 3×3 basketball, reflected in the 2026 calendar, which includes multiple World Tour stops:
- Chengdu (May 2–3)
- Shanghai (May 23–24)
- Deqing (September 26–27)
Additional regional events will take place in Hong Kong, Macau, Ulaanbaatar, and Utsunomiya.
Digital Growth Driving the Strategy
FIBA also highlighted the explosive growth of 3×3 basketball across digital platforms:
- Over 1 billion impressions in 2025
- 202 million video views
- 16 million engagements
- Social following up 37% year-over-year to 10 million
Short-form content has been a major driver behind this роÑÑ‚, helping the format resonate with younger audiences.
A Format Built for Modern Audiences
Shinai Sports emphasized that 3×3 basketball’s fast-paced, urban style aligns closely with the preferences of modern Chinese viewers.
With exclusive distribution now secured in one of the world’s largest media markets, FIBA is positioning 3×3 basketball as a digitally native, globally scalable product—and China is set to play a central role in that expansion.