Alex Sanchez Mollinger is a distinguished sports executive with over 25 years of experience in international business and sports management. As the Managing Director of FIBA 3×3, he has played a crucial role in transforming the sport from a grassroots urban game into a globally recognized and commercially successful discipline. His leadership has been instrumental in securing 3×3 basketball’s inclusion in the Olympic Games, expanding its international reach, and developing a self-sustaining business model that ensures long-term growth.
Since joining FIBA in 2010, Alex has overseen the rapid expansion of 3×3 basketball, guiding it from an emerging sport to an established international competition format. Under his leadership, 3×3 made its Olympic debut at the Tokyo 2020 Games and gained further prominence in Paris 2024. He has spearheaded the development of the FIBA 3×3 World Tour, which now features over 100 events annually, providing elite and emerging players with a global platform to compete at the highest level. His strategic initiatives have helped 3×3 thrive in new markets, particularly in Southeast Asia, Africa, and Latin America, where the sport has experienced rapid growth.
Alex has been instrumental in securing high-profile sponsorships and commercial partnerships that have turned 3×3 basketball into an eight-digit revenue-generating business. Collaborations with leading brands like Wilson, Tissot, and Red Bull have enhanced the sport’s visibility, while media partnerships with platforms such as LaLiga+ have expanded its reach to millions of fans worldwide. By building a robust commercial ecosystem around 3×3, he has helped ensure its financial sustainability and long-term success.
Recognizing the importance of digital engagement in modern sports, Alex has led FIBA 3×3’s efforts to integrate cutting-edge technology into the game. His focus on social media, live streaming, and real-time analytics has driven record-breaking digital engagement, as seen with the FIBA 3×3 Europe Cup 2024, which set new benchmarks in viewership and fan interaction. His innovative approach has made 3×3 one of the most dynamic and accessible sports in the world, engaging audiences across multiple platforms.
What is your typical day, and how do you make it productive?
My day is a blend of strategic meetings, project reviews, and operational check-ins. Each morning, I prioritize tasks aligned with our strategic goals—whether that’s enhancing global reach, fostering partnerships, or ensuring smooth execution of events. I keep productivity high by structuring my day around focused blocks of time, with regular breaks to reflect and recalibrate.
How do you bring ideas to life?
Ideas come to life through collaborative innovation and constant refinement. I initiate with brainstorming sessions involving key stakeholders, then create a clear action plan, and bring on board cross-functional teams to execute. Testing ideas at smaller scales before full-scale implementation allows for agility and improvement.
What’s one trend that excites you?
The rise of digital fan engagement excites me. From live-streaming innovations to immersive fan experiences, we’re exploring how tech can transform the fan journey and engage diverse audiences worldwide. This trend has enormous potential to expand our reach and grow the 3×3 community.
What is one habit that helps you be productive?
Daily reflection and goal-setting have been transformative. At the end of each day, I review accomplishments, challenges, and set specific goals for the next day. This habit keeps me focused on what matters most.
What advice would you give your younger self?
Trust the process, and don’t rush growth. Real change takes time, and being patient with yourself and the people around you will lead to more sustainable outcomes and stronger relationships.
Tell us something you believe almost nobody agrees with you on?
I believe that failure is not only a necessary step to success but an indicator that you’re pushing boundaries. Many fear failure, but in my experience, it’s a sign you’re innovating.
What is the one thing you repeatedly do and recommend everyone else do?
Networking and building meaningful relationships. Consistently connecting with others in the industry brings fresh perspectives and opportunities, which can be transformative in unexpected ways.
What is one strategy that has helped you grow your business or advance in your career?
3×3 (pronounced “three-ex-three” in English) is considered the number one urban team sport. From the first official event at the 2010 Youth Olympics Games, FIBA has had an ambitious vision for the game.
The strategy is designed and executed holistically by a 3×3-dedicated team in FIBA’s headquarter since the inception of the business unit in 2010 decided under the leadership of the late President Yvan Mainini and Secretary General Patrick Baumann.
The business operations have been steadily growing year-on-year, including achievements like the inclusion of 3×3 in the Olympic Program as of 2020 and the official competitions being broadcast in over 100 countries.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
After seeing projects stall due to miscommunication, I implemented more rigorous communication protocols and fostered a culture of openness, which has since improved productivity and morale.
What is one business idea you’re willing to give away to our readers?
An interactive platform that gamifies sporting events, incentivizing fans with rewards based on their accuracy. This platform could integrate with live broadcasts and enhance fan engagement through real-time interaction.
What is one piece of software that helps you be productive? How do you use it?
Microsoft Teams has been invaluable for seamless communication and collaboration with our globally distributed teams, allowing us to stay connected and aligned in real-time.
What is the best $100 you recently spent? What and why?
A subscription to an industry analytics tool. It provides insights into fan behavior and market trends, allowing us to make more strategic decisions backed by real data.
Key learnings
- Long-Term Vision Drives Success – The growth of 3×3 basketball showcases how a well-defined strategic vision, executed consistently over time, can transform a niche sport into a global phenomenon. The sport’s inclusion in the Olympics and its expanding global reach highlight the importance of patience and persistence.
- Data-Driven Decision Making is Essential – The emphasis on using analytics to guide business strategies reinforces the value of leveraging data to make informed choices, optimize resource allocation, and scale initiatives effectively.
- Failure is a Stepping Stone to Innovation – Viewing failure as an indicator of progress rather than a setback encourages pushing boundaries and fostering continuous improvement, a mindset that is crucial for entrepreneurs.
- Networking and Relationship Building Fuel Growth – Establishing and nurturing industry connections consistently brings fresh perspectives and opportunities, proving that collaboration is a powerful tool for success.
- Technology Enhances Engagement – The rising trend of digital fan engagement demonstrates how leveraging innovations like live-streaming and interactive platforms can expand audience reach and create immersive experiences, underscoring the need for businesses to adapt to evolving consumer expectations.