In this episode of the Sports Content Gameplan, host Isac Solinaw talks with Esteban Gonzalez, digital content senior manager for FIBA 3x3, about building a global content strategy for a fast, constant-action sport.

Esteban shares his path from early sports writing to joining FIBA 3x3 in 2015, helping grow it to over 10 million followers and managing content operations across 150+ events annually.

They discuss how 3x3’s speed shapes storytelling, the need to be creative and different to stop the scroll, and how tools like real-time clipping and automation help scale distribution while protecting brand authenticity. Esteban highlights experimentation, player-led content to build stars, “posted is better than perfect,” maximizing Olympic momentums, and using AI for localization, reporting, and workflow support while avoiding inauthentic trends.

00:00 Show Intro

00:55 Meet Esteban

01:26 Quickfire Social Habits

05:26 Career Origin Story

07:39 Biggest Career Moments

11:20 Why 3x3 Works Online

15:46 From Creator to Manager

19:39 Scaling Global Content

21:16 Encouraging Experimentation

27:02 Three Content Principles

28:33 Players As Influencers

30:49 Beyond Metrics Legacy

35:23 Staying Ahead Of Trends

37:03 AI In The Workflow

40:57 Trends To Watch

44:28 Advice For Creators

46:45 Podcast Guest Pick