The FIBA 3×3 Europe Cup 2025, held from 5 to 7 September in Copenhagen (Denmark), confirmed the consolidation of 3×3 basketball as a digital product. The tournament recorded 37.6 million impressions, 40 million video views and more than 3.1 million interactions across the official channels of the International Basketball Federation -FIBA-.

The short and urban format of 3×3 makes it ideally suited for digital platforms, where fans consume and share content instantly. This pattern places the discipline in a prominent position within sports communication strategies.

Steady growth over time

The 2025 results are part of a consistent upward trend. Between 2023 and 2024, global 3×3 video views increased by 76 %, reaching 1.35 billion reproductions with 84 million interactions in total. In 2023, FIBA 3×3 reported 1.1 billion social media video views, representing a 107 % rise compared to 2022. That same year, the discipline also surpassed 6.1 million followers across all digital platforms.

In direct comparison with previous editions, the 2024 Europe Cup in Vienna (Austria) generated more than 30 million impressions and 1.1 million digital interactions, along with 524,000 YouTube views — a 189 % increase over 2023. That season also saw a 198 % growth in subscribers compared to the previous year. The 2025 edition in Copenhagen exceeded those benchmarks, confirming a consistent progression.

Comparisons with other international sports

Cross-sport analysis offers additional context. The 2022 Beach Volleyball World Championships accumulated 25 million impressions, while the 2024 Volleyball Nations League recorded 127 million website visits and 23.3 million interactions. The results achieved by 3×3 in a three-day tournament are comparable, highlighting its growing digital footprint.

In disciplines with longer tradition and wider global coverage —such as Formula 1, MotoGP or Grand Slam tennis finals— television audiences reach far higher figures. However, 3×3 has managed to approach these consolidated sports in digital metrics despite its short Olympic history, demonstrating its appeal to new audiences.

Europe as the epicenter of 3×3

The Europe Cup has positioned Europe as the main stage for the development of urban basketball. The combination of competitive format and visual style has made tournaments such as Copenhagen 2025 widely followed in real time and generated significant volumes of shared content worldwide.

The expansion path is reinforced by other recent and upcoming events in different regions. The FIBA 3×3 U23 World Cup 2025, held in Xiong’an (China) and concluding on 21 September, extended the discipline’s reach in Asia. Earlier this year, the Asia Cup in Singapore and the Youth Pan American Games in Asunción (Paraguay) further broadened its presence, while the calendar will continue with the AmeriCup in León (Mexico) in November and the Africa Cup in December. Together, these tournaments illustrate a global strategy that complements Europe’s central role and ensures the worldwide expansion of 3×3 basketball.