Basketball Ireland engages ForeFront Group to support delivery and promotion of its national 3x3 events

Basketball Ireland has engaged Dublin-based ForeFront Group to support the delivery, event management and marketing promotion of its national 3x3 events, which will be taking place across Ireland from May. 

3x3 basketball is one of the fastest-growing formats of the game globally and has become a key driver for participation and player development in Ireland. The sport is played on a half-court with three players per team. It has rapidly expanded through a global network of tournaments and has been a hugely popular addition to the Olympic Games, since its introduction in Tokyo 2020.  

Ireland’s international sides have made notable progress, the men’s 3x3 national team were shortlisted for ‘Team of the Year’ at the 2025 Olympic Sports Awards, following their qualification to the FIBA 3x3 Europe Cup for the first time. This summer Ireland’s women’s team will be competing in the FIBA 3x3 Women’s World Series for the third year in a row.  

Across the season ForeFront Group will work alongside Basketball Ireland to enhance the planning, promotion and delivery of 3x3 events throughout Ireland. The partnership will focus on creating engaging event experiences for players and fans, while also helping grow awareness and participation in the sport across Ireland. 

Basketball Ireland’s expanded national 3x3 events calendar is to be announced in the coming weeks. It will see tournaments taking place across Ireland throughout the summer, with competitions from youth to senior level. The partnership with the ForeFront team will strengthen the operational delivery of these events, while helping to elevate the profile of the 3x3 format nationally. 

Speaking about the partnership, Gus Lewis, Basketball Ireland’s Head of Commercial and Brand, said: 

"3x3 basketball continues to grow rapidly across Ireland and internationally. Working with ForeFront Group will allow us to further enhance the quality of our events and expand the reach of the 3x3 programme. Their expertise in event management and sports marketing will play a key role in delivering exciting experiences for players, partners and fans alike." 

ForeFront Group CEO, Cian Branagan, added: 
"We are delighted to work with Basketball Ireland on the development and promotion of their 3x3 programme. 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 3x3 basketball across the country." 

Matthew Hall, Basketball Ireland’s Senior Technical Officer, stated: 

“Basketball Ireland’s 3x3 events form part of our broader strategy to increase participation in basketball and provide additional pathways for players to compete locally and internationally. The partnership with ForeFront Group will support the continued expansion of the 3x3 programme and help deliver high-quality events for the Irish basketball community.” 

For more information on Basketball Ireland’s 3x3 programme and upcoming events, visit: https://ireland.basketball/3x3 

About Forefront Group: 

ForeFront Group is a Dublin-based sports and events agency, specialising in the delivery and promotion of major sporting events and brand activations. The company provides end-to-end event management services, from concept development and planning to commercialisation, marketing campaigns and audience engagement.  

About Basketball Ireland: 

Basketball Ireland is the National Governing Body for the sport of basketball on the island of Ireland. Part of FIBA, the World Governing body, Basketball Ireland is responsible for the promotion and administration of basketball throughout Ireland and for Irish international participation. For more information visit https://ireland.basketball/ 

Follow Basketball Ireland - @BballIrl on X, @basketball_ireland on Instagram, @basketball.ireland on TikTok and @ bbireland on Facebook