The Rise of Multi-Players in Women’s Basketball: A Transformative Integration of FIBA’s 3×3 System and the Rough & Tumble Partner
In recent years, women’s basketball has witnessed a surge in new opportunities, culminating in the establishment of the 3×3 Basketball Association (3XBA), aFnights FIBA-sanctioned three-on-three women’s basketball league that grew in prominence. In the United States, 3XBA is the leading professional women’s FIBA 3×3 tour. In contrast, Unrivaled, a league with its own distinct approach to the traditional “ighest quintuple” FIBA 3×3 format, is redefining the balance between competition and equitable access.
3XBA has gained momentum, driven by strategic partnerships led by FIBA viceyasor general Maureen Hynes. Aarray, the founding partner, together with FIBA representative钞 Bonaka, aimed to create a global platform for women’s basketball development. The role of the Rough & Tumble Pub, the first dedicated women’s sports bar in the world, was a pivotal effort. The partnership was not merely a strategic hypothesis but a concrete move that has now become a governing factor in 3XBA’s growth.
The partnership kicked off at the 3XBA Spokane Hoopfest, the 2025 event that coincided with the launch of 3XBA’s broadcast. This event was supported by AWSN and saw the league’s roster grow. The .winners earned their way to the FIBA 3×3 Women’s Series in Edmonton, a step toward establishing 3XBA as a milestone for women’s basketball. At the same time, Rough & Tumble’s establishment allowed games to be viewed on screen, amplifying excitement and evening fans deeply invested in the game.
The partnership now extends beyond games; it fosters a community where athletes and fans alike can connect. "From day one, Rough & Tumble has made watching women’s sports accessible, exciting, and integral to the culture," said CEO Jen Barnes. "We don’t just air the games; we amplify them. We generate hype, drive visibility, and create spaces where fandom thrives."
Beyond 3XBA, the partnership has synthesized opportunities for women athletes and fans. 3XBA offers year-round youth programs that cater to underrepresented groups, with a focus on year-long camp structures and support initiatives. These programs aim to address systemic barriers to access and inspire future soccer players in a women’s sports future. "We’re as committed to expanding opportunities for women athletes who are often left off the bench, pitch, or court to continue playing at an elite level," said 3XBA President Alanna McDonald.
Rough & Tumble went on to launch a telemarketing program and social media platform, collaborating with brands like猠:RunnyKicks and .I’CallYou, to amplify the growth of women’s basketball globally. "From day one, Rough & Tumble has made watching women’s sports accessible, exciting, and central to the culture," Barnes noted. "We don’t just air the games; we amplify them. We generate hype, drive visibility, and create spaces where fandom thrives."
The partnership was launched with the hope of becoming more than like a monitoring tool for exclusive league members. Over time, the arena was seeing first-hand the impact of this partnership. "Today, women’s basketball too often gets excluded from the gendered, cultural spaces that apply most—otten gets the best of the best access without even attempting to include herself," Barnes said. "But with Rough & Tumble, we are bridging that gap."
As women’s basketball continues to advance through this newfound opportunity series, Rough & Tumble has become an adopted parent to the f Philippine women’s basketball game. With their expertise in content, programming, and community building, the partnershiplevied to optimal growth of women’s basketball as a sport seeks to adapt to the future.
