'S' Joins Forces with Thai Basketball Association to Launch 3×3 U-League with 1 Million Baht Prize Pool
S Cola partners with the Thai Basketball Association to launch a 3×3 Basketball U-League in 2026 with a 1 million baht prize pool, aiming to develop university-level athletes and boost Thailand's international basketball ranking.
Suphorn Denpaisarn, Senior Executive Vice President of Thai Beverage Public Company Limited's non-alcoholic beverage business, announced that this year S Cola has partnered with the Thai Basketball Association to organize the 'S Cola 3×3 Basketball U-League 2026.' The tournament aims to provide a platform for student-athletes across Thailand to showcase their unlimited skills. 3×3 basketball is a rapidly growing global sport known for its fast-paced gameplay and opportunity for athletes to fully utilize their individual abilities, aligning with the lifestyle of today's younger generation. Beyond competition, this tournament creates a 'real arena' where youth can gain experience, develop their skills, showcase their potential, and grow to higher competitive levels. The organization takes pride in supporting the passion of young athletes and advancing Thai basketball, believing that U-League 2026 will be a crucial step in propelling Thai athletes to the international stage.
Nipont Chavalit Montien, President of the Thai Basketball Association, revealed that the partnership with S Cola aims to develop and elevate the capabilities of Thai university-level basketball players to international standards through 3×3 basketball—a sport gaining continuous worldwide popularity for its speed and entertainment value. The tournament not only promotes 3×3 basketball in Thailand but also strengthens the ecosystem of Thai basketball to meet international standards. The association has assembled coaching teams and national team coaches to guide athletes and serve as international-standard referees. Beyond athlete development, the tournament helps build a 3×3 basketball base in Thailand to accumulate points and improve the nation's FIBA ranking long-term.
The 'S Cola 3×3 Basketball U-League 2026' delivers full entertainment appeal to Generation Z, led by three hot presenters—Jeff Satur, Min Nichkun, and Pai CIR*CRL—who launched the event with a spectacular 'THE ICONIC est SHOOT' parade. The highlight includes a special 3×3 basketball match and exciting missions featuring four national team players: Freddy ไฮเทค (Thai-American basketball superstar and Thai national team core player), Om Chanadhip (Thai national team center), Tete Arthpong Lelapipat (key Thai national team point guard), and Junior ไฮเทค (rising professional Thai basketball star), competing alongside est Rookies representing university athletes from central and eastern regions, supported by the three presenters and trending KOLs from T-POP CIR*CRL and Jackie Jek.