Ice Cube and Dwight Howard promote Big3's prospects during their visit to the festive Intuit Dome
The BIG3 basketball league, founded by rapper and Hollywood A-lister Ice Cube and Jeff Kwatinetz in 2017, has undergone a significant transformation. Originally a touring 3-on-3 league featuring former NBA stars, it has now moved to a location-based franchise system with teams tied to major U.S. cities.
The shift to city-based franchises, such as the Los Angeles Riot, a team symbolizing the resilience, passion, and unbreakable spirit of the city, allows for long-term planning and potential expansion to other cities. The current focus is on growth within domestic U.S. cities, creating long-term fan engagement, and adding more cities to the roster.
Ice Cube, co-founder and a key figure, remains focused on keeping the basketball "pure" while enhancing production values and community engagement. The league markets itself as a blend of high-level basketball and entertainment, featuring celebrity involvement and a lively, hip-hop–infused atmosphere rooted in the streetball tradition.
Regarding international markets, there are no concrete public plans yet, but the potential exists as the league consolidates domestically. Ice Cube has expressed ambitions to continue growing the league, which could potentially include international markets in the future.
The BIG3's Summer in the City tour is a day-long showcase featuring eight teams competing for a $1 million championship. The games offer an intimate setting where players mingle casually around the concourse, creating a unique atmosphere reminiscent of a West Coast summer-style block party.
Recent developments include Dwight Howard, a veteran NBA player and member of the 2020 Lakers championship team, joining the Riot team and committing to play his final season of professional basketball with them. The Riot secured a 52-48 victory over the Boston Ball Hogs with a walk-off three-pointer by Jordan Crawford, in a close game with a playoff berth on the line.
Howard, who has also invested in ownership ventures, including purchasing the WNBA Atlanta Dream and joining The Asian Tournament as a co-owner and player for the Taiwan Mustangs, believes that the BIG3 league's connection with its fans will be key to its long-term success. Comedic stars Anthony Anderson and Cedric the Entertainer serve as guest sideline reporters during the BIG3 games, adding to the league's entertaining appeal.
The BIG3 league is planning exhibitions in Australia and Asia, hinting at potential international expansion. The league is also aiming to secure investors for four city-based teams for expansion beyond its current eight-team format.
As the BIG3 league continues to evolve, it reflects a shift from a niche touring league to a more structured sports business with growth ambitions. With its unique blend of high-level basketball, entertainment, and community engagement, the BIG3 league is poised for continued success.
- The Los Angeles Riot, a team in the BIG3 basketball league, represents the resilience, passion, and unbreakable spirit of the city.
- Ice Cube, co-founder of the BIG3 league, aims to keep the basketball "pure" while enhancing production values and community engagement.
- The BIG3 league markets itself as a mix of high-level basketball, entertainment, and a lively, hip-hop–infused atmosphere rooted in the streetball tradition.
- Dwight Howard, a former NBA player and Lakers champion, has joined the Riot team and plans to play his final season with them.
- Comedic stars Anthony Anderson and Cedric the Entertainer serve as guest sideline reporters during BIG3 games, adding to the league's entertaining appeal.
- The BIG3 league is planning exhibitions in Australia and Asia, hinting at potential international expansion.
- The BIG3 league is aiming to secure investors for four city-based teams for expansion beyond its current eight-team format.
