London 3x3 partners with DICE Sports to accelerate commercial growth as 2027 brand partnerships open
Great Britain's flagship team on the FIBA 3x3 professional circuit is looking for brand partners, with DICE Sports leading the conversations.
London 3x3, the UK’s first professional men’s 3x3 basketball team, has appointed DICE Sports to lead its brand partnership sales as it grows into an international sports property. DICE will connect the team with brands in the UK and around the world ahead of the 2027 season.
Founded by Alice and Ashley Hamilton in October 2024, London 3x3 became the first British team to win a FIBA 3x3 World Tour title, at the Deqing Masters in its debut season. The team now competes under full British ownership, with an all-British roster taking on the world’s best.
Its players are winning for their country too. Three of them were part of the England squad that won 3x3 gold at the Glasgow 2026 Commonwealth Games, and ranking points earned on the professional circuit have helped lift Great Britain from 35th to 25th in the world, strengthening the pathway towards LA28.
This partnership marks the next step in turning that success and international visibility into lasting commercial growth for the franchise.
Alice Hamilton, Co-Founder of London 3x3, said:
"London 3x3 has always been about building something bigger than just a basketball team. We want to create opportunities for our players, bring new partners into the sport and show what 3x3 basketball can offer commercially.
Working with DICE is an exciting step in that journey. Their experience and international network will help us connect with brands that share our ambition and continue building London 3x3 both on and off the court."
DICE Sports works with federations, leagues and clubs, and is trusted by rights holders including Liverpool FC, Real Madrid and Bayern Munich. It also knows short-format sport: in July 2026 it was the international broadcast distribution partner for the inaugural 3ICE World Cup, the 3-on-3 ice hockey tournament in Belfast.
Rob Tomalin, Head of DICE Sports, said:
"What Alice and Ashley have built in under two years is remarkable: a British team that wins at the top level of world 3x3. Our job now is to turn that momentum into lasting partnerships, with brands that want to reach a young, urban audience through a sport on the rise. We're delighted to be part of the team's next chapter."
Brands that partner with London 3x3 gain visibility at FIBA 3x3 events around the world and reach a young, digital-first audience. On court, the team's players continue to build towards LA28.
Partnerships for the 2027 season are open now. Brands and agencies can contact DICE Sports at mira@diceverse.io.
About London 3x3
London 3x3 is the UK's first professional 3x3 basketball team giving Britain's leading 3x3 players a professional home and a year-round programme of elite international competition. Owned and run by Alice and Ashley Hamilton, the franchise takes on the world's best teams while raising the profile of 3x3 basketball in the UK. Find out more at london3x3.com.
About DICE Sports
DICE Sports is the sports division of DICE Verse, the London-based media rights marketplace for film, television, sport and channels. It represents federations, leagues and clubs, taking their media rights and sponsorship to market. Find out more at diceverse.io/dice-sports.
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