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Turning crowd noise into sponsor value
How Sorama FanSound turned live cheering into interactive moments, measurable engagement, and brand activation at the FIBA 3x3 World Tour in Amsterdam
Introduction
Turn cheering into a live fan activation
3×3 Unites brings fast, urban basketball to the Netherlands through events like the FIBA 3x3 World Tour in Amsterdam. Together with title sponsor ODIDO, they set out to create an atmosphere that matches the speed and intensity of the game, and pulls fans right into the action.
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It truly brought the arena to life. Fans went all in, which perfectly matched the intensity of 3×3 basketball.
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The challenge
Simple fan engagement, more buzz
3x3 basketball has the pace and intensity to win people over fast. But in the Netherlands, it still competes with football for attention. For the World Tour stop in Amsterdam, 3×3 Unites wanted a straightforward way to get the crowd involved, lift the atmosphere, and create more buzz around the sport.
At the same time, title sponsor ODIDO wanted an activation that felt part of the event. Not something fans ignored between plays.
The approach
Sorama FanSound as a live crowd trigger
We deployed Sorama FanSound as a simple, live tool the MCs could use during and between games. The idea was clear: turn cheering into a visible, competitive moment that keeps the crowd engaged.
Sorama FanSound ran on the Sorama XL642 acoustic camera (64 microphones) and translated crowd sound into real-time visuals. It localizes crowd noise and turns it into live visuals for screens and MC prompts. That made it easy to run cheering battles between sections, show live sound heatmaps on screens, and create sponsor moments that landed because they followed the energy in the room.
ODIDO integrated Sorama FanSound into their on-site activation. Their MCs used it to fire up the audience and make the sponsor presence feel connected to what was happening on court.
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This was offered to us as an event partner, and it worked really well as a visibility booster. People loved it, especially the competitive element.
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The results
Higher energy, sponsor visibility, easy delivery
Fans leaned into the competitive element and the arena energy stayed high. The experience matched the fast rhythm of 3x3, and it gave organizers a simple way to keep engagement going beyond the game itself.
For ODIDO, it worked as a visibility booster that people joined willingly.
Sorama FanSound was installed and calibrated in half a day, then supported three full event days of interactive fan engagement.