“Oh, three by three, yeah, what is it again?”

Why 3x3 basketball is going to change the UK basketball narrative and why we have so much more to do…

This Summer was my most hectic, fun, challenging and rewarding season to date.

I prepared and ran the GG3x3 Summer Tournament, which is now the UK’s largest one-day 3x3 basketball event - for charity - with over 144 players (cover image above).

Before that I consulted on the build and launch of the UK’s first ever permanent 3x3 basketball courts at Writtle University College in Essex, then had the opportunity to support Basketball England (our governing body) on their 3x3 Commonwealth Campaign launch.

I led the 3x3 #Ball4Life Community Project, the first ever cross-borough government funded programme dedicated to helping kids from lower income households and those with mental health issues, to play the game and get active after Covid-19.

And, during all of that, I formed (and became GM of) the UK’s first semi-professional 3x3 team called the LDN Warriors, made up of six staff and 16 players - two, equally funded and supported, women’s and two men’s teams. We trained for just two months before reaching every final (Redbull Half Court, BallOut - which has become even bigger) and winning one of the tournaments too (The GG3x3).

I’m not saying this to blow my trumpet - OK, why not, maybe a little – but because I felt it would be good to show just how much can be done in a single summer and provide some credence to my thoughts.

More importantly, there's a greater ‘why’ for me that goes far beyond self-congratulation. I want to prove that there are opportunities for anyone who wants to be involved in 3x3 and that it could lead to the UK having a very strong place on the global basketball scene.

Yes, you read that correctly.

What I always hear…

I love chatting about the game, no matter what the topic is; 3x3, NBA, GB basketball, our local parks. I love what the game brings to people on and off the court, for players, photographers, spectators, brands – for the whole ecosystem, which is what we call with warm familiarity, our basketball 'family'.

But I always hear three things when discussing my 3x3 activities:

1.????“That’s so cool, I like basketball, I played at school but I’m not that tall!”

2.????“Yeah but I guess it’s not that popular ‘cos the UK isn’t a basketball nation.”

3.????“Oh, three by three, yeah, what is it again?”

I’m going to look at each of these to explain the case for more 3x3 and how it’s going to help us change the basketball narrative in the UK for good.

1.??“That’s so cool, I like basketball, I played at school…”

Everyone has a memory of playing in an old gym. It may have been part of a gym class or intra-house games. ?It’s likely that your teachers, general PE teachers, weren’t aware of how to coach basketball but you do remember it being fun (I hope).

3x3 basketball provides a new opportunity, in a fun, engaging way for kids of all ages.

Let’s start with the basics: two half courts with 12 players provides more chances for kids to play than one full court with 10. Immediately, more are involved.

It encourages players to think for themselves (teams must choose how to play without a coach at the elite level, so why not start them young), to analyse space, and to work more as a team.

It’s also the most familiar form of the game that kids will tend to play when they go to their local court. ??Ever heard someone get to a court and go “Hey, let’s play a full court of 5v5!”??

Me neither. You intuitively play on one hoop and enjoy half-court basketball outside.

Sure, it could help if teachers are qualified but they don’t need to be to get everyone engaged and having fun in a comfortable setting.

I put on twitter that I was writing this piece and I had an immediate response from a teacher I’ve never met before:

(Source)

And if you’re wondering about whether you can make money for it as an afterschool provider or a gym facility, the numbers are there; check out this interesting LinkedIn article by Darren Anderson on the business case for it too.

“…but I’m not that tall”

It gives you an advantage of course but there are average height players in the elite 3x3 Tours and circuits.

There are even particularly short ones; I was lucky enough to be at the Amsterdam 2019 FIBA3x3 Tour and, sitting next to some random people, I commented how good the small, fierce 5”2’ Italian Raelin D’Alie was. The lady beside me responded with a smile “Yeah, I know, that’s my sister!”

Lucky I said something good!

(Raelin D’Alie - holding the ball - with teammates for Team Italy 3x3.Credit: Bologna Basketball and FIBA3x3)

3x3 basketball is designed for speed, which you could argue is great for shorter players who favour themselves as being quick on the court.

Don’t get me wrong, on a pro circuit, your 'average' height players are bigger than most - and a medical 2016 report (referenced below) does state that there are little differences between the make-up of Elite 3x3 player and that of NBA payer - but for any other level, the game is absolutely accessible to everyone and the “I’m not that tall” argument doesn’t stand any more (sorry-not-sorry for the pun).

You could even argue that a smaller ball - a 3x3 basketball is a size six and weight of a seven - ?is easier for kids to handle at a younger age and for any new entrant to the game, meaning they become more familiar (and more expert) at handling the rock as they get into it. For kids especially, by the time they’re fully grown a 3x3 basketball will no longer be a weird, unusual, “summer only” basketball, but an extension of their hand.

2.?“Yeah but I guess it’s not that popular ‘cos the UK isn’t a basketball nation.”

Just because the UK isn’t known for its basketball prowess globally, doesn’t mean it’s not a basketball nation.

Feel free to re-read that, then quote me.

There are millions of people (see 1.2m figure quoted here) playing the game in the UK and from the UK playing abroad, and that doesn’t account for the unregistered streetball or recreational players enjoying the game every week.

Add this to the millions who watch or support the game (I’m talking anything from BBL to Euroleague to NBA).

There are many arguments about funding, government support and the costs of facilities in the UK. We also have had a fair share of in-house debates between the different levels and organisations representing UK basketball, the lack of unity and consistent, collective message and support.

However recently, at the elite level, the governing bodies have taken a much greater interest, collectively, in 3x3 - much to my delight.

(Image credit GB Basketball/Basketball England/FIBA3x3)

Basketball England's focus ahead of the Commonwelath Games and the recent GB women's success for example - making it to the Europe Cup 3x3 Finals in Paris for the first time (image above) - have led to GB rankings taking a massive jump from 68th to 33rd in the world because of the recent U23 and senior activity - prove there are some big wins to be had on the world stage.

But to become a basketball nation, it will take much more effort, beyond the elite level and deep into the culture of the sport - authentic action and communications that embraces all demographics providing aspiration and producing success.

A big part of this movement over the past 1-2 years is the use of social channels to grow engagement – this comes from vibrant production of high quality social media content through the rise of young content creators in the UK. Their positivity and personality shines as they relate directly to their audience; particularly with their positive focus on the game, their real talk (if they don't like something they say so) as well as reviews and hype of local courts, grass roots basketball and love for the community (s/o HoopGenius, Hoopsfix, SBB, DezeReels, HighTeaHoops, ProjectSwish among many others).

It’s making a difference because people are engaged and feel connected.

To be clear, it's not just about basketball, it's about the culture that surrounds it.

I’ve been in comms. for 12 years and the thing that people need, particularly in the basketball world is a sense of connection, a feeling of being part of something, the basketball family, and a reason to believe. Most importantly, they need to be inspired – something Kobe was very big on if you’ve ever heard his speeches.

3x3 basketball provides this, especially in the UK, as it has a real connection to grass roots basketball. It's why universities should be more engaged with 3x3 too - particularly if they want to create opportunities and attract students from wider geographies and broader demographics.

I understand that something not established can be daunting or even ridiculed, but with this summer of 3x3 basketball, especially as 3x3 hit the mainstream with the Olympics, it’s something we can all embrace and be excited by.

To elaborate…?

3. “Oh three by three, yeah, like what is it again?”

I get this all the time - it’s pronounced ‘three-ex-three’ by the way…

My view, and I understand it may not be that of others, is that 3x3 basketball is the vehicle for a cultural change in the game and a new narrative in the UK.

Based on streetball, 3x3 has a familiar and historical relevance to the common game but, as we’ve seen with T20 Cricket and 5-a-side football, 3x3 has the potential to be the evolution of the game based on its speed (only 10min games and 12 second shotclocks) and its ability to reach a modern audience - with a high percentage of highlights in a short time frame there is an an opportunity to grab attention and connect with people in a way we’ve never seen before.

Combine the event vibe, the music and energy and you have something ready-made for spectators and socials. We're seeing more great events cropping up too, like Bridport3x3 in the South of England, and check out the atmosphere at a community centre's nearby court in North London, which spread the joy of the day far beyond local players and into the whole community. I had the pleasure of supporting their first ever 3x3 event, which I labelled the 'Sidings Summer Jam'.

FIBA3x3 is taking the initiative on all platforms like YouTube and Facebook and more recently, Twitch. A shout-out to the team at FIBA3x3 for making this happen (see here for a post about engagement levels). The significance of this shouldn't be lost; the potential for brands and sponsorship I mention a bit further below.

And 3x3 isn’t trying to be something it isn’t (ie. the 5v5/NBA game) but it does have the potential to engage a new, young audience and get people to play the game - there is definitely a market for it.

The ‘festival’ feel (as the Guardian referenced) with DJs and music has a lot to do with it. Both at a grass roots outdoor level all the way to the incredible, awe-inspiring venues for the FIBA3x3 events, like the recent Paris tournament outside the Eiffel Tower or the games at the Palace of Parliament in Bucharest (image below, credit FIBA3x3). Looking at these locations, I see endless opportunity for creativity and a UK stamp on the game.

To go further, 3x3 gives people an opportunity to play beyond their 5v5 teams and an opportunity of being part of something new and different. I'll do an article about why and how I created the LDN Warriors at some point too!

And as for the physical benefits of the game?

There's a lot of analysis on this. This 2016 report showed how 3x3 is significantly more anaerobic than traditional 5v5 basketball and that, while the game is shorter, the relative intensity in 3x3 is twice that of traditional 5v5 basketball. 3x3 players at the pro level tend to be older too, according to the report, so there’s potential for even greater engagement for all ages. Happy days for all the ageing ballers out there!

Show me the money!

Brands - and the money they can bring - will help to elevate the game, of course. If we want players to play full time (not just the summer) there will have to be funding there.

Greater attention is always given to events with high profile sponsors or partners too.

We need more use-cases and that means more people getting involved all over the UK.

(TikTok live at the GG3x3 event in August - Credit Carol Moir)

I’ll provide some simple numbers to show the potential: during the month of the GG3x3 Summer Tournament (1-31 Aug) the gg3x3.com website had over 80% of visits from new users, with 47% of those converting into return users. On socials (let’s take Instagram for example) we had 171% more content interactions, 289% more profile visits and 94% more website taps compared to the month before. With the partnering with TikTok - the first ever partnership like this with UK basketball, I was commentating live to over 80,000 followers.

Imagine that, multiplied across the UK, across several channels and the potential for bigger brands, without even mentioning the potential for broadcast TV rights.

The fact that basketball is the second most played team sport in the UK, yet hasn't reached its potential is not a problem, it's an opportunity.

The basketball narrative needs to and will change and we can make that happen on a huge, national scale.

With growing engagement thanks to the Olympics and FIBA3x3 events, as well as future tournaments, including Birmingham Commonwealth Games in 2022, 3x3 provides exciting, new, engaging ways to reach people and grow the game.

Now is the best time to be involved in 3x3 and everyone involved can benefit. There are possibilities of improving grass roots communities with 3x3 - through events to keep people happy, active and healthy, as well as with 3x3-focused court regeneration - all the way through to inspiring and supporting the next generation of designers, creators and ballers, with new pathways and networks to grow, potentially leading to us securing medals on the international stage.

If the general view is that there's potential in British basketball, then surely an exciting, new vehicle is worth supporting and driving?

I believe 3x3 is that vehicle and the "way forward", as I read recently.

NB: I posted my Top 9 tips for running a successful 3x3 event. Check it out here and get in touch if you ever want to chat ball.

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