Maurice Lacroix has become the Official Timekeeper of the FIBA 3×3 World Tour.
3×3 is like an elite version of backyard or neighborhood basketball designed for audiences who want high adrenaline action but no longer have the attention span to watch a full game or the bandwidth to follow the huge squads and politics of the American NBA.
Teams of three face off in frenetic 10-minute battles with matches broadcast live to over 100 countries.
The concept was designed from scratch to be followed online, and huge social media audiences follow it from all over the world.
Maurice Lacroix has been attaching itself to high octane, urban, Instagram-friendly activities in recent years.
Recent partnerships have included Mahindra Racing, King of the Court and Red Bull Dance Your Style.
Now, Maurice Lacroix returns to the urban landscape as the Official Timekeeper of the FIBA 3×3 World Tour. This a global event which began life on the streets but has risen to become an Olympic event for the first time in Tokyo last year.
Stéphane Waser, managing director of Maurice Lacroix, is a fan. “We are delighted to be the ‘Official Timekeeper of the FIBA 3×3 World Tour’. The sport is urban, making it accessible to many. It’s popular with the so-called Generation Z and it’s a success story, progressing from the streets to the Olympics. We share the same values as the FIBA 3 x 3 and this relationship promises to benefit all concerned,” he says.
