Ayrton Oneill
Big3 is a 3-on-3 basketball league that was launched in 2017 by Ice Cube and Jeff Kwatinetz. The league has faced challenges, including allegations that the NBA attempted to sabotage it by interfering with sponsorship deals. Despite this, the Big3 has continued to operate and has seen success, with teams based in several cities and a growing fan base. The league has also introduced initiatives such as Young3, a youth programme for underprivileged children, and has partnered with Adidas to create a retail line of merchandise. While some have criticised the league for a lack of action and the departure of popular players, it continues to attract viewers and is currently in its eighth season.
| Characteristics | Values |
|---|---|
| Format | 3-on-3 basketball |
| Founders | Ice Cube and Jeff Kwatinetz |
| Inaugural season | 2017 |
| Inaugural champions | Trilogy |
| Most recent champions | Bivouac |
| Location-based franchises | Miami, Houston, Detroit |
| Youth initiative | Young3 |
| Sponsors | Adidas |
| Media coverage | CBS, Bloomberg TV, Forbes, BET |
| Player demographics | Black and Hispanic working-class audiences compose 90% of the BIG3's attendance and consumer base |
| Investigation | The NBA is being investigated by the United States Department of Justice over allegations of interfering with sponsorship deals |
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What You'll Learn
The Big 3 concept
The Big 3 approach can guarantee a playoff spot, but it requires a strong supporting cast and depth beyond the three stars. The strategy can be challenging to execute due to roster limitations and the need for specific circumstances, such as drafting or favourable contracts, to acquire the star players.
In recent years, some teams with notable Big 3 player combinations have emerged. For example, the 2021 title-winning Bucks had Jrue and Khris, who were All-Star-level players alongside Giannis. LeBron James, a consistent top player, led his 2015-2017 Cavaliers teams with a Big 3 strategy, winning one ring and making three finals.
The Big 3 strategy has faced criticism as inherently flawed, as it may neglect the importance of a strong supporting cast, coaching staff, player development, and team chemistry. Additionally, the strategy may require sacrificing roster depth to acquire the three star players, which can be detrimental to team performance.
Despite the challenges, some basketball leagues, such as Ice Cube's Big3 3-on-3 basketball league, have continued to operate with the Big 3 concept, attracting interest from fans and investors.
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Inaugural championship
The Big3 is a 3-on-3 basketball league that was announced by Ice Cube and Jeff Kwatinetz in 2017. The inaugural week of games took place on June 25, 2017, at the Barclays Center in Brooklyn, New York. The league's inaugural championship game was held on August 26, 2017, with Trilogy defeating the 3 Headed Monsters 51-46. Trilogy completed a perfect 10-0 season and was awarded several accolades, including Defensive Player of the Year and Coach of the Year. The 3 Headed Monsters' forward Rashard Lewis was named the league's Most Valuable Player.
The Big3 has since expanded, with the introduction of location-based franchises in Miami, Houston, and Detroit, set to debut in 2025. The league has also launched Young3, a youth initiative in collaboration with Adidas, aimed at underprivileged children.
The Big3 has faced some criticism, with some expressing disappointment in the lack of action on the half-court and the departure of popular players. However, Ice Cube has disputed this, claiming that attendance has increased. The league has also faced investigations into alleged sabotage by the NBA, specifically regarding sponsorship deals.
Despite this, the Big3 continues to operate and attract attention, with its eighth season being covered by media outlets such as Bloomberg TV and Forbes. The league has provided a platform for older retired NBA players to compete and has a significant following among black and Hispanic audiences.
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Location-based franchises
The 3-on-3 basketball league, Big3, was announced by Ice Cube and Jeff Kwatinetz in 2017. Since then, the league has expanded, and in 2024, it was revealed that several location-based franchises had been purchased.
The first of these was bought by a group of investors led by business executive Heath Freeman for $10 million. This team will be based in Miami and will debut in 2025. The second franchise was sold to Eric Mullins and Milton Carroll, who plan to base their team in Houston, also debuting in 2025. The third location-based franchise was purchased by GameAbove Sports, a sports-focused business development entity, which will be based in Detroit and will also debut in 2025.
The introduction of location-based franchises is a new development for the league, which previously had teams with city names but no fixed locations. This change may be an attempt to bring more backers into the league, as rich individuals can now "buy" a team. It also gives fans a rooting interest and a sense of local pride in their team.
The Big3 has faced some criticism and challenges, including allegations that the NBA attempted to sabotage the league by interfering with sponsorship deals. Despite this, the Big3 has continued to grow and expand, with teams in cities such as Miami, Boston, Dallas, and Chicago. The league has also partnered with Adidas to launch Young3, a youth initiative for underprivileged children, held in each city with Boys & Girls Clubs of America.
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Young3 youth initiative
The BIG3 is a 3-on-3 pro basketball league founded by Ice Cube, featuring All-Stars, Hall of Famers, and World Champions. In 2018, BIG3 and Adidas announced the launch of Young3, a 3-on-3 youth basketball initiative. Young3 is the community outreach division of BIG3 that aims to uplift the communities the league visits. The initiative's goal is to provide a safe space for young people to develop confidence, teamwork, and self-belief while promoting understanding and conversations around physical and mental health.
Young3 will host 3-on-3 tournaments and skills clinics for children ages 7-14 in all BIG3 cities. The tournaments will feature four age groups: 9U, 11U, 12U, and 14U, and teams will comprise five players each. Registration for the clinics is free but required, and registration for the tournament is $25 per team. All participants will receive a BIG3 and Adidas-branded jersey.
Young3 is led by former NBA legend Jerome 'Junk Yard Dog' Williams, who participated in the BIG3's inaugural season as a member of Power. Williams has a strong background in community service and has established The JYD Project, a youth development organization that assists students in becoming positive and productive adults through educational programs. As President of Young3, Williams will oversee the league's community outreach and use 3-on-3 basketball to positively impact young people across the country.
In each city, Young3 will also invest time and money in improving the infrastructure of community courts to ensure players have an optimal 3-on-3 experience. This initiative reflects BIG3 and Adidas' commitment to player development and community engagement, aiming to engage young audiences in the growing popularity of 3-on-3 basketball, which was added as an official event at the 2020 Olympic Games.
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Allegations of NBA sabotage
The BIG3 League, founded in 2017 by rapper Ice Cube and his business partner Jeff Kwatinetz, is a three-on-three basketball competition featuring mostly retired NBA players. In October 2023, the NBA was accused of attempting to sabotage the BIG3 League by interfering with sponsorship deals and preventing sponsors and partners from engaging with the league. Ice Cube claimed that the NBA was influencing potential sponsors and broadcast networks to not partner with his league, despite his league not trying to compete with the NBA in any shape or form. He argued that the NBA's alleged actions were redundant and ridiculous, and his league would have to fight back to survive and thrive.
The United States Department of Justice launched an inquiry into the NBA's alleged anticompetitive behavior, which included discouraging television networks from carrying BIG3 games. Ice Cube further elaborated on his allegations during his "'Fuck The Gatekeepers Podcast Tour'" on The Joe Rogan Experience, stating his intention to expose the gatekeepers in the world of basketball. He planned to speak to all major outlets to get his message across, even if some people might disagree with him.
The NBA responded to the allegations, but the specific details of their response are unclear. The investigation by the Department of Justice was still ongoing as of October 2023, and the final outcome may provide more clarity on the veracity of the allegations.
Despite the allegations of NBA sabotage, the BIG3 League has continued to expand and develop. In June and July 2024, the league sold the rights for three additional location-based franchises, with teams planned to be based in Miami, Houston, and Detroit, debuting in 2025. The BIG3 has also partnered with Adidas to launch Young3, a youth initiative for underprivileged children held in each city with Boys & Girls Clubs of America.
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Frequently asked questions
Big3 is a 3-on-3 basketball league that was announced on January 11, 2017, by Ice Cube and Jeff Kwatinetz in New York City. The league held its first draft on April 30, and the inaugural week of games took place on June 25 at the Barclays Center in Brooklyn, New York.
The rules of Big3 basketball, or Fireball3, differ from FIBA-sanctioned 3-on-3 games. Instant replay can be used to determine 3- and 4-point shots, out-of-bounds, flagrant fouls, goaltending, basket interference, and clearance. All defensive strategies are allowed, including hand-checking, which is banned in the NBA. Teams may challenge one foul call per half under the "Bring the Fire" rule. The ball used, called the "Fireball," is the same size as the ball used in the men's full-court game but differs from the ball used in adult 3x3 competitions.
In 2024, it was announced that a group of investors had purchased the rights to the second, third, and fourth location-based Big3 franchises, with teams based in Miami, Houston, and Detroit, respectively. The Big3 also launched Young3, a youth initiative in conjunction with Adidas. The league is currently in its eighth season and continues to generate interest, with some viewers praising the league's recognizable names and others expressing a preference for leagues with higher stakes.
