Exposure and Visibility: What Cebu Hustle 3×3 means for women’s basketball in the Visayas

The Cebu Hustle 3×3 basketball event was always going to be more than just another tournament. Fresh off the success of Manila Hustle 3×3, organizers brought the competition to Cebu and it became a showcase of elite women’s basketball in the Queen City of the South.

This gave basketball fans in the Visayas a rare opportunity to witness international-level women’s 3×3 basketball up close. Over the course of the event, local teams, national squads, and international clubs shared the same court.

Japan’s Shinjuku Givers eventually captured the championship, but beyond the final results, Cebu Hustle 3×3 allowed something much bigger to happen.

For one weekend, women’s basketball occupied the spotlight in one of the most basketball-crazed regions in the country.

The tournament became a platform for players from different levels to showcase their talents, while allowing local fans to experience firsthand the speed, physicality, and intensity that define the 3×3 game.

It also served as a valuable training ground for the country’s top women’s programs. The Gilas Pilipinas Under-23 Women’s 3×3 Team and Pilipinas Aguilas were able to test themselves against international competition as they continue preparing for future tournaments representing the Philippines.

The event likewise was graced by several notable sports personalities from Cebu and across the country, including multi-time PBA MVP and champion June Mar Fajardo, beach volleyball legend and PVL star Sisi Rondina, standout Palarong Pambansa girls basketball player Audray Biongcog, as well as former PBA players and Cebuano basketball icons Mac Tallo and JR Quinahan. Their presence only added to the atmosphere and excitement, providing inspiration for the young athletes watching from the sidelines.

But perhaps the event’s greatest impact was felt on the grassroots level.

Inspiring the next generation of women ballers

For local participants, Cebu Hustle was an opportunity unlike any other. Move Liloan playing team manager and Liloan town councilor Kath Jumapao knows exactly how meaningful events like this can be for women’s basketball players in the province. While her squad did not achieve the results they hoped for, simply competing on the same stage as elite teams from abroad was already a valuable experience.

“It is a highly competitive game. Our opponents were from Japan and they were a very tough team. Offense, defense – they were very ready and disciplined,” said Jumapao.

More importantly, the overwhelming support they received throughout the tournament showed just how memorable it is for the event to happen and how people accepted women’s basketball in Cebu. “Seeing the audience, it was very overwhelming talaga yung feeling namin as players. We weren’t expecting this much support from our fellow Cebuanos but it is here. The event is very well supported, it is very well funded by the organizers, it is very well prepared and we are very well taken care of. I hope this brings more power and more inspiration to everyone to not give up on us women ballers.”

Jumapao believes Cebu Hustle 3×3 could become a catalyst for women’s basketball in the region, citing how inspirational it can be for the next generation of young women basketball players in Cebu.

“Cebu Hustle has been one of the biggest events here in the Visayas, and we from Cebu are very happy that such an event is here, giving inspiration to our fellow Cebuanos who are just watching basketball on TV. Finally this type of basketball is here, giving more power to women’s sports in the Queen City of the South.”

She also emphasized how important visibility is for young athletes. “Women’s basketball is really one of the growing sports here in the Philippines, and being here in Cebu, na dinala yung Cebu Hustle – mas maraming na-i-inspire na bata na maglaro ng basketball because they can see that it is possible for them to play on a big stage in a grand event such as this.”

That sentiment was echoed by Gilas Women’s 3×3 player and former NU Lady Bulldogs star Camille Clarin, who finished 4th place playing for Pilipinas Aguilas. Clarin mentioned bringing an event like this outside of Metro Manila creates opportunities that may not have existed before.

“I think the fact that it has expanded already here in Cebu is an amazing thing. We get teams here from the province to play, and it opens up new opportunities for the current generation and the ones to come.”

For Clarin, representation remains one of the most powerful tools in growing the game.

While women’s basketball in the Philippines continues to grow, access to elite-level events has traditionally been concentrated in Metro Manila.

Bringing an international-caliber tournament to Cebu allows organizers to give young athletes in the Visayas something tangible to aspire toward.

“You can’t become what you don’t see. I think that, having all these kids in the stands watching us play, they can see us, they can see women’s basketball, the future of it – so it’s really exciting.”

More than a tournament: Building a future for women’s basketball in the Visayas

The significance of Cebu Hustle extends beyond the games played on the court. For local organizers and basketball advocates, the tournament represents a starting point for years to come.

Samahang Basketbol ng Pilipinas Zone 8 director Popoy Navarro believes the event allowed local fans to witness a level of competition that was previously only accessible through screens.

“It’s really the view from the top as ma’am Peachy Medina mentioned. Before we could only see this level on YouTube, Facebook, and on TV. But now they are here, it’s here live, and they get to see the best of the best in women’s basketball not just in the Philippines but also here in the Asian region.”

More importantly, Navarro hopes the experience leaves a lasting impression on aspiring players. “I hope that the young Cebuano ballers are happy and inspired to see what they can reach in their careers by watching these types of events. I really hope people are inspired by this.”

That inspiration is exactly what tournament director Peachy Cheng-Medina envisioned when Cebu was selected as the next stop for the growing Hustle brand. “Manila Hustle 3×3 has been wanting to expand, and where else but here in Cebu? It is a basketball-crazed city,” Medina said.

She also expressed gratitude for the reception the tournament received. “We thank Cebu for embracing our tournament. Ever since we started conceptualizing this event, we’ve had nothing but support from Cebu and it humbles us so much. Cebu is a basketball-crazy city, so it’s just the right place for us to present women’s 3×3 basketball.”

The broader impact of the event was perhaps best summarized by Cebu Provincial Sports Commission chairman Dr. Rhoel Dejaño.

“This event is more than just a competition. It is a celebration of the talent, determination, and passion of our women athletes.”

Looking ahead, stakeholders hope Cebu Hustle becomes a regular fixture on the local sports calendar. “I hope that the impact is very big, and I hope this becomes an annual event here in Cebu, para may paghandaan ang mga women ballers here in Cebu,” said Jumapao.

Clarin believes events like these help bridge the gap between Metro Manila and the rest of the country. “We all know that Manila is the hub for basketball in the country, but there’s so much talent everywhere in the Philippines, so being able to reach the provinces means that whether you’re in Manila or outside of it, you have a chance to make it.”

For Navarro, the goal is simple: keep building. “I hope this opens the door for women’s basketball here in Cebu. We’re really trying our best to build on this, and hopefully come up with more leagues, more camps, more opportunities for women’s basketball players here in Cebu to be exposed and experience the top level of basketball.”

The long-term success of Cebu Hustle may ultimately be measured not by attendance figures or championship results, but by what happens after the event. The tournament brought elite women’s basketball to Cebu, showcased local and international talent, and it gave young girls in the stands something tangible to dream about.