Andrew Pace
Ice Cube's 3-on-3 basketball league, BIG3, is still operating as of 2025. The league was founded in 2017 and features former NBA stars and international players. BIG3 has faced challenges, including the impact of the COVID-19 pandemic and changes in viewership and interest. In 2024, Ice Cube sold four of the league's 12 franchises to ownership groups in Miami, Los Angeles, Houston, and Detroit for about $10 million each. Despite some criticism and setbacks, BIG3 continues to evolve and grow, with plans to expand and engage local markets.
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What You'll Learn
Ice Cube's Big3 league is still operating as of 2025
In June 2025, the league made headlines when its courtside reporter, Rachel DeMita, was fired for posting on social media about Caitlin Clark, a player who had been offered a $5 million private contract by Ice Cube the previous year. This incident aside, the league has continued to grow and evolve.
Big3 has adapted its rules over time, introducing a new variant called "Fireball3" in 2020 and lowering the age limit to 22. The league has also expanded its reach, with 12 teams in 2024 playing across 18 cities and streaming deals with CBS and other platforms.
The league has faced some criticism, with some viewers expressing a loss of interest due to the half-court format and the departure of favourite players. There have also been challenges with player retention, as older players tend to drop out as the season progresses. However, Big3 continues to attract notable players and has become a platform for retired NBA veterans to compete and showcase their skills.
Despite facing competition from other leagues and sports entertainment options, Big3 has proven its longevity and impact on the basketball world. Ice Cube's vision for the league as a "movement" focused on innovation, diversity, and community has resonated with fans, and the league continues to draw crowds and grow its following.
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The league has unique rules, like the 4-point shot
BIG3, the 3-on-3 basketball league founded by hip-hop musician and actor Ice Cube, features unique rules that set it apart from traditional basketball. One of the most notable deviations is the introduction of the 4-point shot, adding a new layer of strategy and excitement to the game.
The league's rules are based on the official regulations of 3-on-3 basketball as administered by FIBA but with some twists. For example, in January 2020, BIG3 announced a new rule set called "Fireball3," indicating that the league is open to experimentation and innovation in its format.
The 4-point shot is a significant addition to the game. It encourages players to shoot from longer distances, rewarding accurate long-range shooting. This rule not only showcases the skills of the players but also increases the pace and intensity of the game, creating a more dynamic and high-scoring contest.
Another unique aspect of BIG3 is its player roster, which includes both former NBA players and international players. This mix of experienced veterans and up-and-coming talent adds to the league's appeal, providing a platform for established stars to extend their careers and younger players to make a name for themselves.
Over the years, BIG3 has continued to evolve, with rule changes, expansions to the number of teams and host cities, and the introduction of open tryouts. The league has also seen the participation of the first active NBA player, Jaylen Brown, who played in the 2023 BIG3 All-Star game, and extended a $5 million contract offer to Caitlin Clark in 2024, demonstrating its commitment to inclusivity and recognising exceptional talent.
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Ice Cube sold four of the 12 franchises in 2024
Ice Cube's BIG3, the 3-on-3 basketball league, has seen some changes in ownership in recent years. In July 2024, it was announced that four out of the 12 franchises had been sold to new ownership groups based in Miami, Los Angeles, Houston, and Detroit. Each franchise reportedly fetched around $10 million.
The Miami franchise investors were led by Heath Freeman, a sports and hospitality executive who also serves as the executive chairman of the AVP beach volleyball league. The Houston franchise is co-owned by Mullins, a former NFL player, and Milton Carroll, who holds a minority stake in the Houston Astros. The Detroit franchise is owned by GameAbove Sports, a strategic investment entity backed by CapStone Holdings Inc. The ownership group includes former Detroit Lions lineman T.J. Lang and NBA Hall of Famer George Gervin.
Ice Cube and his partner, Jeff Kwatinetz, remain in charge of the league as a whole, but they felt it was time to hand over control of some of the franchises. They believed that the new owners would help further engage the local markets and bring additional sports expertise to the league.
BIG3 was founded in 2017 by Ice Cube and Kwatinetz and consists of 12 teams featuring former NBA players and international players. The league has been well-received, with growing crowds each year, and has been praised for its unique rules, such as the 4-point shot, and its commitment to innovation, diversity, and community.
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The league has faced criticism for the quality of basketball and attendance
BIG3, the 3-on-3 basketball league co-founded by hip-hop musician and actor Ice Cube and entertainment executive Jeff Kwatinetz in 2017, has faced some criticism over the years. While the league has been successful, with growing crowds and players like Jaylen Brown, there have been some detractors. Some viewers have criticised the quality of basketball, describing it as "meh and ragged" and "scrappy," with constant fouls and a lack of exciting action. The league has also faced criticism for the absence of well-known players, with some viewers losing interest as their favourite players from previous seasons stopped participating.
The BIG3 league has also faced criticism for its deviation from the official rules of 3-on-3 basketball, as administered by FIBA. The league introduced unique rules, such as the 4-point shot, which some viewers appreciated as innovative, while others found it disappointing. The league's format, focusing on half-court 3-on-3 games, has been a point of contention for some viewers who prefer full-court action.
In terms of attendance, Ice Cube claimed that attendance was up from the previous season; however, some viewers disputed this, expressing their concern about declining interest in the league. The BIG3 league did experience growth in crowds each year, but some critics attributed this more to the locations and venues rather than an increase in overall interest in the league itself.
The league's association with Ice Cube may have also impacted attendance and viewership. Some fans expressed disappointment in Ice Cube's political views and anti-vax opinions, which may have influenced their decision to disengage from the league. Additionally, there were speculations that the NBA might have been blocking investments in the BIG3 league, but this was largely disputed.
Despite the criticism, BIG3 has continued to operate and expand. The league introduced 12 teams for the upcoming season in 2019 and moved to two nights of games per week. In 2021, they announced a digital media partnership with the video-sharing app Triller and FITE TV, providing free live game coverage. BIG3 also continued to air coverage through broadcast partners like CBS, ensuring accessibility for fans.
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Big3 has expanded to 12 teams and 18 cities
BIG3, the 3-on-3 basketball league founded by hip-hop musician and actor Ice Cube, has expanded to 12 teams and 18 cities. The league, which debuted in 2017, consists of 12 teams with rosters including former NBA players and international players. The expansion to 12 teams was announced in 2019, with the new teams being Bivouac, Enemies, Aliens, and Triplets. BIG3 has seen major success, with the league remaining with broadcast partner CBS for the 2022 season, airing 28 hours of coverage in the US. The league also announced a digital media partnership with the video-sharing app Triller and FITE TV in 2021.
The expansion to 12 teams and 18 cities was driven by the high demand from players and fans. The league also reduced the age of eligibility to 27, allowing for an influx of new talent. The expansion also paved the way for Naismith Hall of Famer, Lisa Leslie, to join BIG3 as the coach of the new expansion team Triplets.
BIG3 has continued to grow and evolve, with the league announcing in 2024 that the upcoming season would be the final one operating under the existing model. Following this season, all teams transitioned to representing home markets, with the first team being based in Los Angeles. The league has also sold the rights to additional location-based teams, with teams based in Miami, Houston, and Detroit debuting in 2025.
Ice Cube has expressed his pride in the league, stating in 2021 that it is one of his greatest accomplishments. BIG3 has showcased high-level basketball and reflected the continued push for the sport in cities like Baltimore. The league has also demonstrated its commitment to diversity and inclusion, with Leslie joining BIG3 Championship Coach Nancy Lieberman as the only female head coaches of professional men's teams.
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Frequently asked questions
Ice Cube's basketball league is called BIG3 (stylized BIG3). It is a 3-on-3 basketball league co-founded by the hip-hop musician and actor in 2017.
Ice Cube's basketball league, BIG3, is still operating as of 2025. BIG3 has expanded its reach through broadcast deals with CBS Sports and digital media partnerships with video-sharing apps like Triller and FITE TV.
Ice Cube started BIG3 to redefine basketball and bring a fresh, innovative approach to the sport. He emphasized that the league is "not just a game, it's a movement," focused on giving players a second chance and providing fans with a new basketball experience.
BIG3 consists of 12 teams featuring former NBA players and international players. The league has attracted both former NBA stars and international professionals, offering them a platform to continue their basketball careers.
