FIBA 3x3 basketball evolves into Olympic sport for LA28

FIBA 3x3 basketball has transitioned from a Youth Olympic experiment to a recognized global sport, with the LA28 Olympics marking its official Olympic debut. Managing Director Alex Sanchez played a pivotal role in optimizing its growth through business strategies that emphasized gender equity and digital engagement. The sport's sustainable development was assessed starting in 2010, with Sanchez initially analyzing 3x3 as a potential business opportunity rather than merely a basketball variant. This strategic vision led to formal plans that would elevate 3x3 basketball to Olympic status, showcasing its potential as a viable competitive discipline.

• 2:52 AMYahoo Sports — How FIBA 3x3 Basketball Went From A Business Case To An Olympic Sport