<p>Esteban Gonzalez joined FIBA in 2015 on a three-month internship. Eleven years later, he's the Senior Digital Content Manager for FIBA 3x3 — a sport with 10 million followers, 1.1 billion video views and over $220M in media value generated for sponsors in 2025 alone. It's also the fastest sport ever to reach the Olympics — just five years from pro circuit launch to Olympic discipline.</p><br><p>In this episode, Ed sits down with Esteban to break down how FIBA 3x3 built one of the most efficient content engines in world sport. Why digital-first was a strategic choice, not a fallback. How brands like Mitsubishi Electric are buying teams rather than sponsoring them. Why Karl Lagerfeld and Elle want in. And the next bet, moving off-platform to own the audience instead of renting it.</p><br><p>To listen to every episode of The Attention Shift, head to <a href="https://dizplai.com/podcasts/" rel="noopener noreferrer" target="_blank">dizplai.com</a>. Got a question for us, or want to join us as a guest? Email <a href="mailto:[email protected]" rel="noopener noreferrer" target="_blank">[email protected]</a>.</p><br><p><strong>CHAPTERS</strong></p><p>00:00 — Intro &amp; Esteban's 11-Year Journey at FIBA 3x3 </p><p>05:30 — What 3x3 Is and How It Reached the Olympics in 5 Years </p><p>11:40 — Why Digital-First Was a Strategic Choice </p><p>18:20 — The $220M Media Value Engine, Karl Lagerfeld and Mitsubishi </p><p>27:50 — AI, Localisation and Content Across YouTube, Instagram and TikTok </p><p>35:50 — Trends Reshaping Sports Content and the Rise of Private Communities </p><p>39:30 — The Next Chapter for FIBA 3x3</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>