MORE THAN A GAME
Growing 3x3 basketball in the uAE and beyond
FIBA 3x3 brings fast-paced basketball, entertainment and street culture together in the heart of Abu Dhabi. Hosting the event plays a critical role in growing awareness of 3x3 basketball across both grassroots and elite audiences, while also contributing to Abu Dhabi’s positioning as a global destination for sport, entertainment, and major international events.
F31 was appointed by the LOC to lead the marcomms and content ecosystem for the FIBA 3x3 World Tour Abu Dhabi and associated QUEST community events, with a clear brief: elevate the profile of 3x3 basketball, drive ticket sales, increase community participation, and position Abu Dhabi as a global hub for the sport.
F31 delivered an integrated communications and audience engagement programme spanning strategic communications, media relations, digital content, live event coverage, and community engagement. Our approach balanced the global identity of FIBA 3x3 with locally relevant storytelling - developing bilingual content streams, managing media relations, supporting press operations, and delivering real-time social coverage throughout tournament week.
Beyond the elite competition, we supported wider participation and legacy objectives through school outreach initiatives, influencer collaborations, and QUEST community tournament promotion - helping introduce new audiences to the sport while strengthening engagement with existing basketball communities.
During event weekend, our on-ground teams managed fast-turnaround content, live publishing, and community management, and the media centre to maintain momentum across all channels.
The result: increased visibility for FIBA 3x3, stronger fan engagement, and further positioning of Abu Dhabi as a leading destination for urban basketball culture in the Middle East.
