FIBA locked exclusive 3×3 media rights in China with Shinai Sports, expanding basketball's footprint in the world's second-largest sports market. The exclusive arrangement reflects FIBA's strategy to bypass traditional broadcasters and capture direct streaming revenue in high-growth digital markets. China's streaming platforms have aggressively acquired niche sports content to differentiate from incumbents, positioning 3×3 basketball—an Olympic sport with younger demographic appeal—as a growth category. This mirrors broader media rights fragmentation across Asian basketball, where bilateral streaming deals now compete with traditional league structures for premium content access and advertising inventory.