International basketball’s governing body FIBA has announced a one-year partnership with LaLiga+, the streaming platform of the top Spanish soccer league, to exclusively broadcast the 2024 3x3 World Tour in Spain.
As part of the deal, LaLiga+ subscribers will have access to all 17 FIBA 3x3 World Tour stops, with nine World Tour stops remaining this season in locations such as Shanghai, Amsterdam, Abu Dhabi, Neom, and Hong Kong.
The exclusive agreement also covers the broadcast of the ongoing U23 World Cup which began yesterday (September 11) in Ulaanbaatar, Mongolia, and will conclude on Sunday.
Alex Sanchez, managing director at FIBA 3x3 said: “Partnering with LaLiga+ provides 3x3 basketball a unique opportunity to bring the world’s number one urban team sport to millions of passionate young basketball fans in Spain.
“The pioneering, multi-device streaming platform not only means fans can access the world of 3x3 basketball live and on-demand, but also showcases the future legends of the half-court.”
Alejandro Guadalajara, head of OTT and B2C platforms at LaLiga+, added: "At LaLiga+ we have always supported basketball, being one of our main contents on the platform. With this agreement, we wanted to give it a greater boost in Spain and reach out to the fans.
“3x3 is growing exponentially in our country, accompanied by the success of players in all categories and we believe that it fits perfectly with the audience of our OTT.”
Meanwhile, FIBA has also agreed a sponsorship deal with sports seating firm Avant Sports for 3x3 competitions.
Avant Sports will become the official seating supplier for FIBA 3x3 events as part of the deal.
The company has had similar deals with the Olympic Games, FIFA World Cup, Formula 1, and the Asian Games, supplying products such as stadium chairs, telescopic seating systems, and metal structural bleachers.
Last month, FIBA also extended its relationship with Enlio, the provider of basketball court surfaces, until 2034.
The Chinese brand will continue as an official surface supplier to FIBA for the 3x3 World Tour and the 3x3 World Cup for the next decade.
Other FIBA commercial partners include Ganten, Molten, NIKE, TCL, and Tissot.
