The NBA is launching a 3-on-3 basketball tournament — called the DEW NBA 3X — in attempt to expand basketball’s popularity. The tournament will kick off in May in Atlanta and end in October with the National Championship being played in Los Angeles. The Fields of Green was able to discuss the tournament’s goals via email with Patrick Sullivan, the NBA’s VP of Event Strategy.
The first and obvious goal would be to grow the game. FIBA, basketball’s governing body, has pointed to 3-on-3 tournaments as a means to accomplish that goal. By utilizing the NBA’s expertise and Mountain Dew’s marketing power, the tournament is well-positioned for success. Sullivan laid out the thought process, “We’ve seen the popularity of 3-on-3 increase over the past several years and have had success with similar, international events and programs.” Engagement with fans is important and the tournament should provide another touch-point.