New Delhi, [India] August 25, 2026: Tero Entertainment Public Co. Ltd. officially launched 3×3 Quest India 2026, as a first step in bringing the world’s fastest-growing urban sport to India. Backed by the Basketball Federation of India (BFI) and endorsed by FIBA, the initiative goes beyond a single basketball tournament; it marks the dawn of a new sports-entertainment ecosystem built around youth culture, competition, and live experiences.
Kicking off with the Quest event on September 12–13, 2026, at DLF Promenade – Emporio, the inaugural event will fuse elite, intense 3×3 competition with music, interactive fan zones, and the distinctive urban energy that has made the format a global phenomenon and an Olympic sport.
The press conference brought together leadership from Tero Entertainment alongside key stakeholders from India’s sports ecosystem, including representatives from FIBA, Basketball Federation of India (BFI), and the Tero India team, to unveil the vision, format, and roadmap for 3×3 India. The event also featured the official unveiling of the 3×3 Quest India 2026 trophy and jersey.
Unlike traditional five-on-five basketball, 3×3 is played on a half-court with a relentless 12-second shot clock. Games last just 10 minutes, or end the moment a team hits 21 points. It’s a fast-paced, action-packed, constantly moving high-energy game designed around skill and technique. With DJs spinning throughout FIBA 3×3 events and fans sitting right on the baseline, the sport naturally blends elite athleticism with street culture. Since its Olympic debut at Tokyo 2020, 3×3 has rapidly evolved. It captivated audiences at Paris 2024, is set to expand from eight to 12 teams at the Los Angeles 2028 Games, and remains a staple of the Commonwealth Games.
For Tero Entertainment, this unique intersection makes India the ultimate launchpad.
Brian L. Marcar, Managing Director & Founder, Tero Entertainment: “India represents one of the biggest opportunities for 3×3 anywhere in the world. India has an incredibly young population, an enormous appetite for sport, and a generation discovering culture, engagement and entertainment in entirely new formats. What attracted us to 3×3 is that the competition is just the heartbeat; around it, you have music, creators, and an atmosphere people want to be part of. That intersection of sport and entertainment is something Tero understands deeply. For decades, we have created experiences across sports, international music, television, and entertainment. We believe India has the potential to become one of the great 3×3 markets globally, and Quest India is where that journey begins”.
Building from the ground up, Chandrakant Singh, MD & CEO, Tero India, said, “Our ambition is to build 3×3 in India from the grassroots level. That means creating more opportunities for young players to discover the game, compete regularly and develop through a clear progression of competitive events. At the same time, players need to see where that journey can lead. At the highest level, 3×3 connects to elite international competitions and the global 3×3 circuit. We want to help build bridges to those levels, so a young player can discover the game locally and climb to a much bigger horizon.”
Tom Siwannamai, 3×3 Sports Presentation Manager, FIBA, said, “FIBA and Tero share a strong vision for the growth of 3×3. Tero has proven experience delivering international 3×3 events, and we are pleased to support their entry into India alongside BFI. Together, we can create a strong platform for the sport’s long-term growth.”
SPORT IS NO LONGER JUST THE GAME
For a generation whose attention moves fluidly across sports, music, creators and social media, 3×3 creates something increasingly valuable: a concentrated space where live experience, culture and digital engagement meet.
Vikas Tandon, CMO, Tero International: “The challenge today isn’t simply reaching young audiences; it’s being relevant to them. Gen Z moves seamlessly between sport, music, creators, reels and culture, and 3×3 naturally lives across these worlds. It is fast, visual and built for moments that travel seamlessly through social media. Some will discover it through basketball, others through music, creators or the live experience, but each becomes another point of connection. That gives 3×3 the potential to build not just spectators, but a highly engaged community around the sport.”
3×3 Quest India 2026 marks the first step in Tero’s longer-term vision for the sport in India. Beginning in Delhi, the ambition is to expand participation, create more high-level competitive opportunities and build a platform that connects Indian players and teams with the wider global 3×3 ecosystem. The goal is not simply to stage a successful first event, but to help establish India as an important part of the future of 3×3.
Tero Entertainment’s entry into India with 3×3 is built on a straightforward market read: India has the largest youth population in the world, with roughly 65 percent of the country under the age of 35. The company also points to India’s existing digital appetite for basketball; the country already ranks among the highest in NBA online followership outside the United States, as evidence that interest in the sport exists but has never been converted into a genuine playing and competition pathway. Tero’s stated goal with 3×3 Quest India 2026 is to close that gap between passive fandom and active participation, giving Indian players a structured route into the sport rather than leaving interest to convert on its own.
3×3 Quest India 2026 will see multiple teams compete over two days, with matches run in a knockout format building to quarter-finals, semi-finals, and a final. The winning team will earn the opportunity to compete at the FIBA 3×3 World Series in Mongolia, giving Indian players their first access to official FIBA ranking points. Tero Entertainment is specifically launching with Quest, a FIBA-sanctioned competition, so that participation and performance translate into international ranking recognition for the players, a pathway currently unavailable to most Indian 3×3 players, who have largely competed only in domestic, unranked formats.
Tero Entertainment extends its gratitude to Basketball Federation of India (BFI) and to the Delhi Basketball Association (DBA) for their continued support.
ABOUT 3×3 QUEST INDIA 2026
Dates: September 12–13, 2026
Venue: DLF Promenade – Emporio, New Delhi
Registrations & information: www.3x3basketball.in
Organised by: Tero Entertainment / Tero India
Supported by: FIBA & Basketball Federation of India and Delhi Basketball Association.
Further details on participating teams, competition format, entertainment programming and fan access will be announced ahead of the event.
About Tero Entertainment
Tero Entertainment Public Co. Ltd., headquartered in Bangkok, is Thailand’s leading sports and entertainment promoting company, founded and led by Managing Director Brian L. Marcar. The company has established a strong presence in the Thai sports and entertainment ecosystem. In 3×3 basketball, the company has been an active promoter of the sport’s growth in Thailand, organizing FIBA-endorsed 3×3 basketball events, including the FIBA 3×3 Champions Cup and the 3×3 Road to Champions Cup, in collaboration with the Basketball Association of Thailand. With 3×3 Quest India 2026, Tero Entertainment marks its official entry into the Indian market, extending its sports and entertainment promoter expertise and its commitment to growing 3×3 basketball to a new audience across borders.
