• Loading stock data...
Saturday, May 18, 2024

How Dos Equis’ Basketball Tournament Is Following in Hulk Hogan’s Footsteps

Dos Equis Tournament
Photo Credit Intersport

Photo credit: Intersport

Building on a strong first year, the Dos Equis 3X3U National Championship will head to the Mall of America this season.

A strong first event on the court has led to exciting expectations heading into year two. The Dos Equis 3X3U National Championship, set for April 5-7, takes the best four-year collegiate players not playing in the NCAA Tournament Final Four and places them on conference teams.

The Final Four is in Minneapolis this year at U.S. Bank Stadium. Meanwhile, the Intersport team had planned on following last year’s path of holding the 3X3 tournament in a small college in the Final Four host city, but instead settled on the Mall of America. It’s the second televised sporting event held at the mall, the other being a WCW Monday Nitro event in 1995.

Intersport Executive Vice President Drew Russell said it feels good to follow in Hulk Hogan’s footsteps.

“We recognize the unique nature of the Dos Equis 3X3U National Championship, and knew it needed a one-of-a-kind venue to serve as host here in the Twin Cities,” said Jill Renslow, senior vice president of marketing and business development at Mall of America.

“The energy that lives within Mall of America every day will be amplified by the enthusiasm and passion of not only these players, but also the countless basketball fans who will be visiting during that time. We’re excited to have a front-row seat to this year’s action and bring another exceptional event to Mall of America.”

READ MORE: Stadium Series PreGame Shows Off NHL Partnership Growth

Russell said the host venue is generating a lot of buzz and will provide an amazing setting with four stories above the court. Russell said last year’s tournament in San Antonio at Saint Mary’s offered exciting action with two games at once. Now with a true half-court environment, the crowd and viewers will be focused on one game.

“We will stream longer,” Russell said. “You won’t miss any action because we won’t have competing courts going on at the same time. I liked the chaotic nature of two games, but it will be special for what this setting provides.”

The tournament has Twitter and ESPN as broadcast partners, and Russell said the hope is to continue offering a different look with the broadcast team of Kyle Montgomery, Robbie Hummel, Tate Frazier and Mark Titus.

“We wanted to create the anti-traditional college broadcast,” he said. “It’s about the players who poured blood, sweat and tears in their collegiate careers — and now is the one last opportunity to put them on a national stage and expose them to a unique way to play a game that’s growing.”

[mc4wp_form id=”8260″]

Beyond the broadcast partners, Russell said the brand sponsorship partners started strong with Dos Equis, which bought in right away. The beer brand brought along Hooters in year two, which coincidentally has its only Minneapolis location in the Mall of America.

“It’s a proven fact that nothing goes better with three-on-three basketball than a cold beer, so we’re excited to be back headlining the Dos Equis 3X3U National Championship again this year,” said Quinn Kilbury, head of partnerships and consumer experience at Heineken USA. “While last year’s event was off the charts in excitement, this year we’re bringing a huge dose of ‘interesante’ in the form of literal mountains of cash for our winners.”

Also sponsoring this year is Old El Paso, a brand in the portfolio of Minnesota-based General Mills. Along with Rocket Mortgage, Russell said the tournament is still looking for another couple brand partnerships.

“The event offers so many unique partnership opportunities,” he said.

READ MORE: DC United’s Broadcast Deal Could Further Demonstrate Digital Media Potential

Also growing is the three-day tournament’s prize money, with $100,000 up for grabs for the championship team of four players, up from $50,000 last year. Additionally, $1,000 installments will be awarded during pool play.

Half the field of 32 teams will make the playoff rounds, doubling last year’s eight teams advancing beyond pool play. A team made up of Big Ten seniors captured the title last year.

The 3-on-3 format is an exciting game and Russell said he hopes more people will be exposed to it this year, especially as the sport gears up for its inaugural appearance at the 2020 Tokyo Olympic Games. The winner of this tournament receives an exemption into the U.S. Championships.

“We look for opportunities to provide these student-athletes that have been loyal to their universities and understand three-on-three is a career path and in 2020 could be representing the U.S. in Tokyo,” Russell said. “It’s a unique form of the sport; you can’t not appreciate the athleticism and skill level in the fast-paced 10-minute fashion.”

Copy Link
Link Copied
Link Copied

What to Read

February 5, 2019; Washington, DC, USA; The grounds of the Capitol Building empty out following the conclusion of President Donald Trump's State of the Union speech on February 5, 2019.

‘A Breathtaking Lobbying Campaign’: The NCAA’s Sophisticated Effort to Save Amateurism

Inside the carefully coordinated, multimillion-dollar operation to end the athletes’ rights era.

The WNBA Rookies Are Creating a New Celebrity Row

Major celebs like Kim Kardashian and Latto are showing up for the newbies.

Amazon’s Thursday Night Fever: Banking on Caitlin Clark’s Impact

Clark makes her home debut for the Indiana Fever on Thursday night.

Caitlin Clark Debuts With WNBA’s Most-Watched Game in Decades

The game averaged 2.12 million viewers, the WNBA’s highest since 2001.
podcast thumbnail mobile
Front Office Sports Today

MLB, NBA, NHL Broadcasting Future Goes to Court


Featured Today

The WNBA Was Forged in Houston. Why Won’t It Go Back There?

Houston’s a perfect fit for expansion. The league isn’t considering it yet.
May 9, 2024; Indianapolis, IN, USA; Indiana Fever guard Caitlin Clark (22) stands with the team during the national anthem on Thursday, May 9, 2024, during the preseason game against the Atlanta Dream at Gainbridge Fieldhouse in Indianapolis.
May 12, 2024

‘Perfect Storm’: The Rise of Local WNBA Broadcast Pacts

With national attention reaching new heights, regional coverage could dictate the future.
Mar 29, 2023; New York, New York, USA; American actors and comedians Chris Rock (left) and Ben Stiller sit court side during the third quarter between the New York Knicks and the Miami Heat at Madison Square Garden.
May 11, 2024

The Haves and Have-Nots: How the Knicks’ Celebrity Row Works

Unwritten rules, an expectation of quid pro quo, and nothing is free.
May 6, 2023; Miami Gardens, Florida, USA; Red Bull driver Max Verstappen (1) of the Netherlands walks through the garage area following qualifying for the Miami Grand Prix at Miami International Autodrome.
May 5, 2024

Max Verstappen Is Unstoppable. Is That Hurting F1 With New American Fans?

Formula One could be facing an inevitable plateau in the United States.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Multiple - USA Careers
Multiple - USA Careers

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.