Welcome back to Industry Insider by Behind Sport. Our latest guest is Esteban González, Digital Content Manager for 3×3 basketball at FIBA.


Tell us about yourself, what is your current role and what roles have you done previously? 

My name is Esteban González and I am the Digital Content Manager for 3×3 basketball at FIBA (The International Basketball Federation). Before that, I worked as a writer for the website Mundo Deportivo, a Barcelona based newspaper and I have also done some sports photography in the past.


What do you do in your current role?

My main goal is to create content that engages, informs and enlarges our digital audience from all around the World. That means creating a content plan for all the articles we will have on the website, brief our video editors and writers and keep up to date with the latest trends and social media platforms, this world never stops. Then, during the season – which usually takes us from March/ April until November, I often travel to events to create content on site and continue to oversee and brief our video crew, writers and social media editors. 


What does a normal week look like for you?

One of the best things about my job is that one week is different to the next one. During the off-season it is pretty standard, a lot of meetings, brainstorming, etc… During the season, we usually catch up every Monday to debrief how the weekend went and what we plan on posting during the week. Then, if I travel to an event, I would usually fly on Wednesday/Thursday and be back on Monday/Tuesday, which is crazy.

There on site I would cover the photo session with the different teams, capture footage for IG stories, conduct interviews for our TV Magazine, do the post-game interviews, film some video tutorials with our players for our social media platforms and coordinate the media on site.

If I am home during an event,  I support the person who is on site and the social media editor and I take care of the editorial content.



How did you end up where you are right now? When did you know you wanted to work in sport?

Well, I grew up watching all kind of sports and knew it’s where I wanted to work, but it wasn’t until I was 15-16 when I decided I wanted to focus on communication /journalism.

I did a Sports Marketing and Communications Masters and I started to work as an intern at Mundo Deportivo and writing on different blogs. After that, there was an internship open at FIBA for social media in 3×3 and I didn’t hesitate to apply. That was when my passion for social media and digital started to get more serious and professional.


What are you excited about in your industry at the moment?

We went through a digital transformation that should have lasted 4-5 years in only 6 months, and this is really exciting because we need to be thinking all the time about new content, new platforms and new audiences. We have had the explosion of TikTok, Instagram bringing reels into the game, Facebook focusing on longer content, Twitch is also a big part of the game now and is trying to get new audiences by bringing live sports on top of e-sports and also Discord, as we can see more and more people using it.

For us, in 3×3, the focus is growing our community, and provide them with new content almost every day while trying new platforms to bring in new fans and engage with them.

We also need to think how to engage with the audience watching from home and we have been forced to rethink how our events look like.

Also, content creation is even more important and we can see how athletes can be both our influencers and also content creators.


What is your number one focus when it comes to your work?

Being creative. There are tons of content creators and channels out there, so you always need to be creative in order to get people’s attention and bring new fans to your platforms.


What is the one piece of advice you would give to someone wanting to work in the sports industry? 

Create stuff even if nobody watches it, because when applying for an internship, this is your best presentation. Even if you do it only for yourself, it’s important to work on your skills as much as you can. It doesn’t matter if it’s a podcast, a vlog, graphic design, etc… Create content because that is what will open you the door and bring you opportunities.


Any social links you want to plug?

My Linkedin: https://www.linkedin.com/in/estebglez/

My twitter: https://twitter.com/EstebGlez

FIBA3x3’s Instagram: https://www.instagram.com/fiba3x3/

FIBA3x3’s Tiktok: https://www.tiktok.com/@fiba3x3

FIBA3x3’s Facebook: https://www.facebook.com/FIBA3x3

FIBA3x3’s Youtube: https://www.youtube.com/FIBA3x3

FIBA3x3’s twitter: https://twitter.com/FIBA3x3


Thanks for reading our Industry Insider with Esteban González! If you want to read more from the series, you can do so by clicking here.