Esteban Gonzalez joined FIBA in 2015 on a three-month internship. Eleven years later, he's the Senior Digital Content Manager for FIBA 3x3 — a sport with 10 million followers, 1.1 billion video views and over $220M in media value generated for sponsors in 2025 alone. It's also the fastest sport ever to reach the Olympics — just five years from pro circuit launch to Olympic discipline.
In this episode, Ed sits down with Esteban to break down how FIBA 3x3 built one of the most efficient content engines in world sport. Why digital-first was a strategic choice, not a fallback. How brands like Mitsubishi Electric are buying teams rather than sponsoring them. Why Karl Lagerfeld and Elle want in. And the next bet, moving off-platform to own the audience instead of renting it.
To listen to every episode of The Attention Shift, head to dizplai.com. Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.
CHAPTERS
00:00 — Intro & Esteban's 11-Year Journey at FIBA 3x3
05:30 — What 3x3 Is and How It Reached the Olympics in 5 Years
11:40 — Why Digital-First Was a Strategic Choice
18:20 — The $220M Media Value Engine, Karl Lagerfeld and Mitsubishi
27:50 — AI, Localisation and Content Across YouTube, Instagram and TikTok
35:50 — Trends Reshaping Sports Content and the Rise of Private Communities
39:30 — The Next Chapter for FIBA 3x3
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