MIES, Switzerland, May 8 (Xinhua) -- The International Basketball Federation (FIBA) announced on Wednesday that ORSEN will be its global commercial partner and exclusively handle the commercial rights of FIBA 3x3 competitions worldwide.

"Recognizing the potential for further growth, FIBA believes it is the perfect moment to elevate the sport to the next commercial level. With ORSEN's exceptional ability to forge and lead future-proof partnerships, this collaboration is strategically placed to propel FIBA 3x3's current exponential growth," FIBA announced in the statement.

"We are very excited to embark on this partnership with ORSEN, especially at a time when hundreds of millions of fans will tune in to watch the world's number one urban team sport at the Olympic Games Paris 2024. This collaboration is a major step forward in our mission to elevate and commercialize 3x3 basketball on the global stage," said Alex Sanchez, managing director of FIBA 3x3.

Based in Nyon, Switzerland, ORSEN aimed to create valuable marketing opportunities that promote the unique, urban, and inclusive culture of 3x3 basketball.

"Our dedication to facilitating impactful partnerships will help propel 3x3 basketball to new heights. We look forward to bringing our innovation and strategic insights to one of the most dynamic sports in the world," remarked Sean O'Reilly, CEO of ORSEN.

The 3x3 basketball event of Paris 2024 will take place at Place de la Concorde from July 30 to August 5. Enditem

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