FIBA, the international basketball federation, has appointed sports marketing agency Orsen to handle commercial rights for its 3x3 competitions worldwide, Sportcal (GlobalData Sport) can exclusively reveal.  

The agreement covers all national team and 3x3 World Tour events.

Through the partnership, Orsen has been positioned as the global mandate holder for marketing rights and will lean on its experience in the sports industry to bring in new sponsors for 3x3 events.

FIBA views this as the “perfect moment to elevate the sport to the next commercial level” and is confident the collaboration with Orsen will “propel FIBA 3x3's current exponential growth.”

In an exclusive interview with Sportcal, Ignacio Soriano, FIBA 3x3 head of events and partners, said: “We recognize the value of Orsen with its extensive experience and expertise in sports marketing. While FIBA has robust internal capabilities, Orsen’s global network and strategic approach offer unique advantages that can launch 3x3 to new heights.

“Their track record of crafting partnerships and connecting with various markets complements our internal efforts, enhancing our overall strategy.

“As an addition, Orsen’s role as a trusted advisor is helping us navigate the evolving landscape of sports marketing ensuring that our commercial strategy is dynamic, forward-looking, and successful. 3x3 is not a growing sport anymore and we believe that our level of maturity now requires us to bring Orsen in to help us achieve these goals.”

Orsen will work closely with brand partners and rights holders to “identify and create valuable marketing opportunities that promote the unique, urban, and inclusive culture of 3x3 basketball.”

The two parties seek to use the partnership to enhance the visibility and commercial appeal of FIBA 3x3 events.

Ben Treadaway, chief operating officer and head of strategy at Orsen, stated: “Our role is to maximize partnership growth for FIBA. From its birth 12 years ago and where it is today, 3x3 has done incredibly well as a proposition.

“But you could probably argue it's done that despite not necessarily being commercially optimized in that there haven't been a lot of brands crawling all over it.

“The next level for FIBA in terms of development is to take this great base that they've got from this community and movement and now start to bring it to market. Our role is to come in and take it to the marketplace to drive partnership growth.”

Orsen has worked with FIBA previously, most notably at its flagship 2019 World Cup in China to activate the sponsorship with Russian airline Aeroflot, as well as securing other partnerships in the past.

The agency, formed in 2019, is also based in the same city as the federation in Nyon, Switzerland.  

A tender process for the commercial rights contract was not conducted as Ignacio felt the existing relationship and synergy between the governing body and Orsen made it a natural partnership and is confident the firm can deliver on its brief.

He explained: “Our expectations are twofold. Firstly, we anticipate that Orsen’s expertise will help us refine and optimize our commercial strategy and they will ensure consistent messaging and branding across all 3x3 events.

“Secondly, we expect them to leverage their global network to build sustainable partnerships expanding 3x3 basketball to new markets and sponsors. Their involvement will streamline our marketing efforts, elevate exclusive visibility, and unlock opportunities for long-term growth and profitability.”

The agency and federation are optimistic about the potential of 3x3 and its commercial value in the market to attract brands from across multiple sectors.

With its urban background, 3x3 is closely linked to industries such as fashion, music, lifestyle, and travel.

FIBA recently announced a partnership with Karl Lagerfeld for the 2024 season, with the competition collaborating with a fashion brand for the first time.

As a sport with a youthful audience, the belief is that with brands increasingly seeking to target a younger demographic, 3x3 provides a perfect avenue.

Soriano said: “3x3 basketball has immense commercial potential. This is a fast-paced sport, urban-inspired, and we approach different, diverse audiences, making it a natural fit for modern viewership trends.

“3x3’s global appeal has been on the rise since its inclusion in the Tokyo 2020 Olympics. It has attracted millions of viewers and this upcoming Paris 2024 Olympics will further amplify its reach and introduce 3x3 to new markets and fans worldwide.

“As an addition, 3x3 is still growing on a digital presence. We believe Orsen’s strategic guidance will drive commercial success, making it a sustainable and profitable global sport.”

Treadaway added: “We're in the middle of putting together a commercial strategy and an approach which will include our expectations of what the market’s likely to invest or see value in. From our point of view, yes, it's about revenue, but it's also this shared purpose piece.

“There may be elements whereby a partner will come in and be able to drive some growth through their marketing activity that will take the sport into places it's never been before.

“We're very excited that we're going to be able to go talk to brands about 3x3 and there'll be a real point of difference for what we've got and that will bring the opportunity for them to see value and invest positively. 3x3, through the way it’s built and the team that it's got around engaging with its audience through their social channels and the amazing growth there, there's an all-encompassing proposition that we can go to brands with.”

3x3 basketball made its debut as an Olympic sport at Tokyo 2020 after appearing in the Youth Olympics in 2010, 2014, and 2018.

With the discipline growing significantly over the years, Paris 2024, in one of basketball’s biggest markets, will provide a key global stage to drive its ascension.

For FIBA, the tie-up with Orsen has come at an opportune time.

Soriano said: “Paris 2024 is a significant opportunity for 3x3 basketball to showcase our unique appeal to a global audience. We expect the competition to attract even more viewers and participants than in Tokyo, further solidifying 3x3’s position on the world stage.

“The Paris games will introduce 3x3 to new markets, engage fans across the globe, and expand the sport’s reach and we anticipate a significant uptick in participation, viewership, and engagement across all our digital platforms thanks to 3x3’s dynamic nature and inclusive culture.

“Our collaboration with Orsen comes at exactly the right time because they will also play a key role in commercializing this growing momentum, driving new sponsorships and marketing opportunities now with the countdown to the Olympic Games.”