New Delhi, August 18, 2026: Tero Entertainment Public Co. Ltd. has officially launched 3×3 Quest India 2026, marking its entry into India’s rapidly evolving sports and entertainment ecosystem. Backed by the Basketball Federation of India (BFI) and endorsed by FIBA, the initiative aims to create a structured platform for 3×3 basketball while combining competitive sport with music, culture and live entertainment.
The inaugural 3×3 Quest India 2026 event is scheduled for September 12–13, 2026, at DLF Promenade–Emporio in New Delhi. The two-day event will feature high-intensity 3×3 basketball alongside music, interactive fan experiences and activities designed to appeal to India’s young sports audience.
Tero Entertainment Targets India’s Growing 3×3 Basketball Market
Unlike conventional five-on-five basketball, 3×3 is played on a half-court with a 12-second shot clock. Games typically last 10 minutes or conclude when a team reaches 21 points, creating a faster and more compact format.
The format has also developed a strong connection with urban youth culture. FIBA 3×3 events commonly combine basketball with DJs, entertainment and close-up fan experiences, creating an environment that extends beyond the sporting contest itself.
The sport made its Olympic debut at Tokyo 2020 and continued to attract attention at Paris 2024. The format is also set to feature an expanded field at the Los Angeles 2028 Olympic Games, with the number of participating teams expected to increase from eight to 12.
For Tero Entertainment, the combination of sport, entertainment and youth culture makes 3×3 particularly suited to the Indian market.
Building a Grassroots-to-Global Pathway
Tero India said its objective extends beyond staging a single tournament. The company intends to develop 3×3 basketball from the grassroots level by creating more opportunities for young players to participate in organised competitions and progress toward higher levels of the sport.
Chandrakant Singh, MD & CEO, Tero India, said the company wants young players to have a clear pathway from discovering 3×3 locally to competing at international levels.
The launch of Quest is particularly significant because the competition is FIBA-sanctioned. According to Tero, the winning team will receive an opportunity to compete at the FIBA 3×3 World Series in Mongolia, while participation will provide Indian players access to official FIBA ranking points.
This could create a more structured competitive route for Indian 3×3 players, many of whom have historically participated primarily in domestic and unranked competitions.
Connecting Basketball With Music and Digital Culture
Tero Entertainment is positioning 3×3 as more than a sporting event. The company believes the format can connect with audiences who consume sports alongside music, creators and social media content.
Vikas Tandon, CMO, Tero International, highlighted the format’s ability to connect with younger audiences through its fast pace, visual appeal and social-media-friendly moments.
The strategy reflects a broader change in sports consumption, where younger audiences increasingly expect live events to offer multiple forms of entertainment rather than focusing exclusively on the game.
With 3×3, Tero aims to bring together basketball, music, creators, fan engagement and digital content within a single event ecosystem.
India’s Young Population Creates a Major Opportunity
Tero Entertainment sees India’s demographic profile as another factor supporting the growth of 3×3.
The company points to the country’s large young population, with approximately 65% of Indians under the age of 35, as a potential audience for the sport.
India also has a significant digital following for basketball, including strong engagement with the NBA. Tero believes the challenge is to convert this existing interest in basketball into greater participation and organised competition within India.
The company therefore aims to bridge the gap between watching basketball and playing basketball, particularly among young athletes.
What to Expect at 3×3 Quest India 2026
The inaugural event in New Delhi will feature multiple teams competing over two days. The competition will progress through a knockout format involving:
- Quarter-finals
- Semi-finals
- Final
The winning team will receive the opportunity to compete internationally at the FIBA 3×3 World Series in Mongolia.
The event is expected to provide Indian players with exposure to a recognised international competition structure while giving fans a new format for experiencing basketball.
Tero’s Long-Term Vision for 3×3 in India
The Delhi event represents the first stage of Tero Entertainment’s broader India strategy.
The company plans to expand participation opportunities, increase the number of competitive events and establish stronger connections between Indian players and the global 3×3 ecosystem.
Brian L. Marcar, Managing Director & Founder, Tero Entertainment, said India represents one of the company’s biggest opportunities for 3×3 and that the sport’s combination of competition, music, creators and entertainment could help establish a strong community around the format.
Tero has also acknowledged the support of the Basketball Federation of India (BFI) and the Delhi Basketball Association (DBA) in bringing the initiative to India.
A New Chapter for Indian Basketball
The launch of 3×3 Quest India 2026 signals an attempt to build a new commercial and sporting ecosystem around one of basketball’s fastest-growing formats.
With an international competition pathway, FIBA recognition, grassroots ambitions and a strong focus on youth culture, Tero Entertainment is betting that 3×3 can move beyond being a niche basketball format and become a major part of India’s evolving sports-entertainment landscape.
September’s inaugural event in New Delhi will be the first major test of that ambition.
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