President of the VTB United League Sergey Kushchenko attended United Continental League 3×3 Superfinal in Kaluga.
Sergey Kushchenko took part in the Friends Game, became a member of the dunk contest jury, and signed a memorandum of cooperation with UCL 3×3 on behalf of the VTB United League.
The agreement provides for the exchange of experience between the organisations, increase in the audience of the VTB United League and the UCL 3×3, increased brand recognition, and joint events: promotions, master classes and other activities.
Sergey Kushchenko, VTB United League President :
– We have been working towards a partnership with UCL 3×3 for quite some time. We watched how the League developed and chose its direction of development by inviting internaitional teams. Over the past 2 or 3 years, we have been particularly impressed by international agenda. The UCL 3×3 experience in regularly attracting teams from different continents to its tours is impressive. The example of the Superfinal is example. Teams from 10 countries came to Kaluga. And these are not just any teams, but leading teams from Belgium, Israel, Serbia, China and Brazil. The sporting component is at the highest level. Everything is very great, surrounded by media and marketing stories. Look at the construction, at the design where the Superfinal teams play. It’s one of the best events in our basketball in recent years. Yes, 3×3 basketball is very different from 5×5 basketball, but I think we complement each other well. We have already done a joint project as part of the Russia – Sports Power forum, playing the UCL Supercup at the theater. I know that the UCL 3×3 have a lot of creative ideas and locations with which they want to surprise the basketball community even more. In this regard, they are following the same trend as us. The signed partnership means that we will continue to work hand in hand, organize new joint international events, and our audiences will grow.
The UCL 3×3 Superfinal took place on December 12-13 at the Central Sports Palace in Kaluga, with teams from four continents participating: Russia, Serbia, Brazil, Belgium, Israel, China, Belarus, Kazakhstan, Uzbekistan and Turkmenistan.
