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 Intro00:55 Meet Esteban01:26 Quickfire Social Habits05:26 Career Origin Story07:39 Biggest Career Moments11:20 Why 3x3 Works Online15:46 From Creator to Manager19:39 Scaling Global Content21:16 Encouraging Experimentation27:02 Three Content Principles28:33 Players As Influencers30:49 Beyond Metrics Legacy35:23 Staying Ahead Of Trends37:03 AI In The Workflow40:57 Trends To Watch44:28 Advice For Creators46:45 Podcast Guest Pick

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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