Basketball Ireland has appointed Dublin-based ForeFront Group to support the delivery, event management and marketing of its national 3×3 programme, with a series of tournaments set to take place across Ireland from May.
The partnership comes at a time of real growth for the 3×3 format, which has become one of the most dynamic and accessible versions of basketball globally.
Played on a half-court with three players per side, the game has gained significant traction since its introduction to the Olympic programme at Tokyo 2020, and is increasingly seen as a key pathway for player development and participation.
In Ireland, that momentum has been reflected both domestically and internationally. The men’s national 3×3 team were shortlisted for Team of the Year at the 2025 Olympic Sports Awards after qualifying for the FIBA 3×3 Europe Cup for the first time. Meanwhile, the women’s side is set to compete in the FIBA 3×3 Women’s World Series for a third consecutive year this summer.
ForeFront Group will work alongside Basketball Ireland across the season to enhance the planning and execution of events nationwide, while also driving promotional activity to broaden the sport’s reach. The collaboration is designed to create engaging experiences for players and fans, while strengthening the overall profile of 3×3 basketball across the country.
An expanded national events calendar is due to be unveiled in the coming weeks, with tournaments planned at youth and senior levels across multiple locations. The involvement of ForeFront is expected to bolster operational delivery and elevate the presentation of the events as the format continues to gain popularity.
“3×3 basketball continues to grow rapidly across Ireland and internationally,” said Gus Lewis, Head of Commercial and Brand at Basketball Ireland.
“Working with ForeFront Group will allow us to further enhance the quality of our events and expand the reach of the 3×3 programme. Their expertise in event management and sports marketing will play a key role in delivering exciting experiences for players, partners and fans alike.”
“We are delighted to work with Basketball Ireland on the development and promotion of their 3×3 programme,” added Cian Branagan, CEO of ForeFront Group.
“The format offers an exciting, fast-paced version of the sport and provides fantastic opportunities to engage new audiences. We look forward to supporting the continued growth of 3×3 basketball across the country.”
If you, like ForeFront Sports and Basketball Ireland, would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
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