The partnership is set to come into effect immediately as FIBA 3x3 looks to continue boosting its worldwide television presence as media interest in the disciplines steadily increases with the ultimate goal of getting onto the Olympic programme. 

"3x3 is one of the four pillars of FIBA's development strategy," said FIBA secretary general and International Olympic Committee (IOC) member Patrick Baumann.

"We are excited to work with IMG whose strong experience in sports events distribution should help us achieve our ambitious goals for the high-rising discipline.

"The interest for the FIBA 3x3 All Stars was immediately confirmed in Brazil in the beginning of 2014 with the Copa America de Basquete 3x3 generating a 50 per cent audience share.

"3x3 has also found a wide and young audience on its YouTube channel, which tallies over 3.5 million views with fans already watching close to 8 million minutes of 3x3.

"While we are pleased with the TV presence in Brazil, Europe or the Middle East for example, we are keen to extend 3x3's live and delayed content into new markets.

"We have also secured deals to offer a new TV magazine and provide all broadcasters with tailor-made video content, profiling 3x3 stars and flagship events more prominently."

The popularity of 3x3 basketball continues to grow across the world with the FIBA 3x3 All Star game broadcast in over 80 countires last December ©Getty Images





The 2014 season will feature a six-stop 3x3 World Tour which culminates with a final staged in Tokyo, the 3x3 All Stars from June 5 until 8 in Doha and the 3x3 World Championships for men and women in Moscow.

"We firmly believe the 3x3 format has huge potential to grow the sport of basketball on a global basis and are delighted to enter into a long-term partnership with FIBA," said IMG Media executive vice-President Ioris Francini.

"3x3 is the basketball of the streets.

"It is exciting to watch and is attracting an expanding fan base wherever it is played or seen.

"The whole package of non-stop action, urban sounds, street dancing and shows, played against a backdrop of some of the most iconic cityscapes make for compelling programming on all forms of media."

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