What 3X3 UNITES does

3X3 Unites is a Dutch non-profit foundation (Stichting 3X3 Unites) founded in 2016, complemented by a commercial subsidiary (3X3 Pro B.V.) established to run ticketed sports events. The organization's core functional purpose is using 3x3 basketball as a vehicle for youth empowerment, life-skills development, and community cohesion in the Netherlands. Its primary beneficiaries are vulnerable young people facing poverty, mental health challenges, social isolation, and limited sports access, served through programs such as the free nine-week 3X3 Leader Course, the 3X3 Unites Academy, the Minds of Unites mental development track, and the Girls Only initiative.

The organization delivers value through two interlocking arms: a community arm that engages municipalities, schools, and more than 350 trained 3X3 Leaders per year to organize local activations, clinics, and grassroots programming, and a commercial events arm that operates the 3X3 Festival (10,000+ visitors in 2026, sold-out finals), the Rabo 3x3 PRO Cup across three Dutch cities, the 21-district Rabo 3x3 Street League, and the FIBA 3x3 World Tour Amsterdam Masters. Technology is entirely third-party SaaS: CM.com for ticketing and registration, Maileon for newsletters, Airtable for participant/event administration, and Google Workspace for internal collaboration. No proprietary technology platform exists.

Revenue is generated through a mix of corporate sponsorship (Rabobank as title sponsor, with Basic-Fit, KFC, Tissot, Bar-Le-Duc, NXT Level, and Nijha as additional partners), municipal and provincial co-funding (Gemeente Vlissingen, Arnhem, Haarlem, Provincie Zeeland, Gelderland, Noord-Holland), ticketed finals sessions at the 3X3 Festival, sports-fund grants (Sportiefonds, Sportsupport), merchandise sales via the Shopify webshop, and tournament-related sponsorship activation. End-user programming (Street League, Leader Course, PRO Cup) is offered free of charge to participants. The organization is not investor-backed and is governed by a two-co-director leadership (Mark Schuurman, Jesper Jobse) and a four-member Supervisory Board (Menno Antal as Chair, plus Corrie Scholman, Ruud Bijl, Mathijs Visser).

Name

3X3 UNITES

Legal name

Stichting 3X3 Unites

Website

https://3x3unites.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

3X3 Unites is a Dutch non-profit foundation that uses 3x3 basketball programs and events to develop leadership and life skills in vulnerable youth across the Netherlands, supported by municipal and corporate partnerships.

Ownership category

akta.pro rank

Product category

Sport-for-Development Youth Programs

NAICS

Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Basketball Leagues (MPAKAAAD)

akta.pro secondary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Youth basketball programs
• Sport for development
• Community basketball events
• Youth leadership training
• Street basketball leagues

Headquarters

HQ city

Klein Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Event Revenue: Revenue from ticketed events and professional 3x3 basketball competitions. The 3X3 Festival and FIBA 3x3 World Tour generate ticket sales, while some community events like the Rabo 3x3 PRO Cup offer free admission.
2. Webshop Sales: Sale of 3X3 Unites branded merchandise including apparel through the organization's webshop at 3x3unites.myshopify.com. Products are designed by and for 3X3 Leaders.
3. Sponsorship and Partnerships: Corporate partnerships and sponsorship revenue from brands including Rabobank, Basic-Fit, KFC, Tissot, and other partners. Partners receive brand exposure through events, courts, digital platforms, hospitality, and activation opportunities around games.
4. Municipal and Educational Partnerships: Collaboration with municipalities (gemeenten) and schools to deliver 3x3 programs, clinics, and youth development initiatives in communities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

3X3 Unites runs sport-for-development programs using 3x3 basketball as a tool to empower vulnerable youth and build community in the Netherlands. Its core offerings are (1) free educational programs - the 9-week 3X3 Leader Course, the 3X3 Unites Academy, and Minds of Unites - that train young leaders in life skills, positive coaching, and personal development, and (2) a portfolio of 3x3 basketball events ranging from the nationwide Rabo 3x3 Street League and community clinics to the professional Rabo 3x3 PRO Cup and the annual 3X3 Festival hosting the FIBA 3x3 World Tour Amsterdam Masters. Revenue is generated through corporate sponsorship, municipal and school partnerships, ticketed event admissions, and branded merchandise sold via its Shopify webshop.

Product overview

3X3 Unites operates as a dual-entity organization consisting of Stichting 3X3 Unites (focused on community building, youth empowerment, and education) and 3X3 Pro B.V. (focused on commercial sports events). The organization offers a comprehensive portfolio centered on 3x3 basketball as a tool for youth development. The core educational products include the 3X3 Leader Course (a nine-week program teaching life skills), 3X3 Unites Academy (advanced leader training), and Minds of Unites (mental development). Community programs include Girls Only initiatives and 3x3 Clinics for municipalities and schools. The event portfolio features the 3X3 Festival (flagship annual event), Rabo 3x3 PRO Cup (professional competition across three cities), Rabo 3x3 Street League (national grassroots league with 21 districts), and FIBA 3x3 World Tour Amsterdam Masters (international elite tournament). An e-commerce webshop sells branded merchandise. The organization is anchored in the mission to empower vulnerable youth through basketball, with over 350 active 3X3 Leaders and programs spanning numerous Dutch municipalities.

Differentiator

Problem solved

Functional benefit

Brands

• 3X3 Leaders: Youth leadership program teaching life skills through 3x3 basketball, including coaching, community building, and personal development.
• 3X3 Unites Academy
• Minds of Unites
• Girls Only
• Rabo 3x3 PRO Cup
• Rabo 3x3 Street League
• 3X3 Festival

Products and services

• 3X3 Unites Webshop E-commerce retail storefront selling branded apparel and merchandise designed by and for 3X3 Leaders, available to the general public online.
• Rabo 3x3 Street League Free-to-enter grassroots 3x3 basketball league held weekly on neighborhood courts across 21 Dutch districts. Open to all ages and skill levels, with district winners qualifying for national finals at the 3X3 Festival.
• Rabo 3x3 PRO Cup Professional 3x3 basketball competition with three city stops, featuring elite men's and women's teams competing for FIBA World Tour qualification. Free admission for spectators.
• 3X3 Festival Annual flagship event at NDSM Wharf, Amsterdam, combining the FIBA 3x3 World Tour Amsterdam Masters, FIBA Women's Series, Street League national finals, and community programming. Ticketed finals sessions; 10,000+ visitors.
• FIBA 3x3 World Tour Amsterdam Masters International elite 3x3 basketball tournament hosted in Amsterdam as part of the FIBA 3x3 World Tour circuit, featuring top-ranked global teams.
• 3x3 Clinics Basketball training workshops delivered for municipalities, schools, and community groups to introduce 3x3 basketball and leadership principles.

Quantifiable outcome

• Over 10,000 visitors attended the 3X3 Festival with sold-out finals
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

17 partnerships are on record, tiered core and minor.

• RabobankcoreGTM or Marketing PartnerTitle sponsor of the Rabo 3x3 Street League (largest accessible 3x3 competition in Netherlands with 21 districts) and Rabo 3x3 PRO Cup (professional competition with three stops). Brand exposure at events, on courts, and through digital platforms.
• Bar-Le-DucminorGTM or Marketing PartnerSponsor of the Rabo 3x3 Street League with brand visibility at local courts and events.
• NXT LevelminorGTM or Marketing PartnerSponsor of the Rabo 3x3 Street League providing support for the grassroots basketball competition.
• NijhaminorGTM or Marketing PartnerSponsor of the Rabo 3x3 Street League supporting basketball equipment and supplies.
• Basic-FitminorGTM or Marketing PartnerPartner of the Rabo 3x3 PRO League 2026, supporting professional basketball events across three stops.
• KFCminorGTM or Marketing PartnerPartner of the Rabo 3x3 PRO League 2026, providing food and beverage activation at events.
• NBB (Nederlandse Basketbal Bond)coreStrategic or Co-development PartnerNational Basketball Association of the Netherlands, partner for professional and grassroots 3x3 basketball development and competitions.
• TissotminorGTM or Marketing PartnerOfficial timekeeper and partner of the Rabo 3x3 PRO League, providing timing services for professional events.
• Gemeente ArnhemminorGTM or Marketing PartnerMunicipality of Arnhem, partner for hosting the final stop of the Rabo 3x3 PRO Cup 2026 and Street League activities.
• Provincie GelderlandminorGTM or Marketing PartnerProvince of Gelderland, partner supporting sports events and youth development initiatives in the region.
• Sportbedrijf ArnhemminorGTM or Marketing PartnerSports organization of Arnhem supporting event delivery and local sports infrastructure.
• Provincie Noord-HollandminorGTM or Marketing PartnerProvince of North Holland, partner supporting 3x3 events and youth sports development in the region.
• Gemeente VlissingenminorGTM or Marketing PartnerMunicipality of Vlissingen, partner for hosting the first stop of the Rabo 3x3 PRO Cup 2026.
• Provincie ZeelandminorGTM or Marketing PartnerProvince of Zeeland, partner supporting 3x3 basketball events in the region.
• North Sea PortminorGTM or Marketing PartnerPort authority and regional partner supporting sports and community events in the Zeeland region.
• Lasloods VlissingenminorGTM or Marketing PartnerIndustrial venue partner hosting the first stop of the Rabo 3x3 PRO Cup 2026 in Vlissingen.
• 3X3 PRO PartnerscoreGTM or Marketing Partner3X3 Unites collaborates with high-quality partners at local, national, and international levels aligned with organizational ambitions and core values. Partner activation occurs during regular activities, promotional events, and specialized projects.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Laureus Sport for Good: Global foundation funding sport-for-development programs worldwide with corporate sponsor backing; comparable in funding model and mission orientation, though operating as a funder rather than direct program operator.
• NOC*NSF: Dutch Olympic and sports umbrella organization that funds and supports sport-for-development initiatives across the Netherlands, including grassroots programs; comparable as a national incumbent with overlapping community-sport and youth-development priorities.
• Right To Play: Global sport-for-development NGO using sport and play to empower marginalized children; broader in geography but materially comparable in mission, target segment (vulnerable youth), and program-led nonprofit operating model.

Direct peers

• Johan Cruyff Foundation: Dutch foundation that uses sport (primarily Cruyff Courts) for youth development and social cohesion, with a similar mission-driven, municipality- and sponsor-funded operating model. Closely comparable in geography, target audience (vulnerable youth), and nonprofit structure.
• Klabu: Dutch nonprofit using sport (including football and other codes) to connect refugees and displaced young people with community, employing a hybrid foundation-plus-commercial model similar to 3X3 Unites' foundation plus 3X3 Pro B.V. structure.

Others

• Nederlandse Basketbal Bond (Basketball NL): National basketball federation of the Netherlands and an existing strategic partner of 3X3 Unites (NBB); adjacent as the governing body for the sport 3X3 Unites builds its leagues and pathways around.
• FIBA 3x3: Global governing discipline for 3x3 basketball and operator of the World Tour and Women's Series that 3X3 Unites hosts in Amsterdam; adjacent enabler/ecosystem partner rather than direct competitor.
• SOS Children's Villages Netherlands: Dutch youth-welfare nonprofit that also runs sport-based programs for vulnerable children; thematically comparable in target audience and nonprofit funding model, but operates in a different mission vertical.
• Big Brothers Big Sisters Netherlands: Dutch youth-mentorship nonprofit targeting vulnerable young people; thematically comparable in mission and Dutch geographic focus, but delivers mentorship rather than sport-based programming.

Regional players

• Youth Sport Trust: UK-based charity using sport to improve young people's wellbeing and education; comparable in sport-for-development mission and youth-segment focus, though operating primarily in the UK rather than the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC9LwXlxi8n8UonIchd9Ceug
• LinkedInlinkedin.com/company/3x3unites
• Instagraminstagram.com/3x3unites
• TikToktiktok.com/@3x3unitesofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 3X3 UNITES