Ice Cube Talks BIG3 Expansion Hopes, NBA Partnership And 2028 Olympics

BOSTON, MASSACHUSETTS - AUGUST 18: Ice Cube speaks during the Third Annual Monster Energy Big3 Celebrity Game astatine the TD Garden connected August 18, 2024 successful Boston, Massachusetts. (Photo by Scott Eisen/Getty Images for Idol Roc Entertainment)

Getty Images for Idol Roc Entertainment

He sat successful a backstage room reflecting connected his occurrence arsenic a hip-hop mogul, a movie prima and the BIG3 co-founder. Considering Ice Cube’s life-long ambitions, it seemed expected he would support a bold imagination regarding his summertime 3-on-3 hoops league.

“With the correct superior injected successful the correct areas, we tin do a batch much and beryllium 1 of the biggest leagues successful the world,” Ice Cube told me. “We’re not conscionable looking astatine the U.S. We’re looking worldwide.”

About 9 years aft co-founding the BIG3 pinch intermezo executive Jeff Kwatinetz, Ice Cube has already witnessed the BIG3 extending its reach.

Each year, BIG3 has accrued its representation. They person retired NBA stars (Dwight Howard) and erstwhile NBA domiciled players (Mario Chalmers, Michael Beasley, Lance Stephenson, Montrezl Harrell, Jordan Crawford, Greg Monroe, Corey Brewer). They person erstwhile NBA/WNBA luminaries arsenic their coaches (Julius Erving, Michael Cooper, Nancy Lieberman, Rick Mahorn, George Gervin, Gary Payton, Stephen Jackson, Nick Young). They person a erstwhile NBA prima arsenic its lead commissioner (Clyde Drexler).

The BIG3 is weighted astatine $290 cardinal aft becoming the first publically traded master sports convention successful American history past period by partnering pinch a publically traded typical intent acquisition institution (Graf Global Corp.). In 2024, the BIG3 sold 4 of its 8 franchises successful Miami, Los Angeles, Detroit and Houston to various ownership groups for $10 cardinal each. BIG3 has besides collaborated pinch the Prostate Cancer Foundation this year, which has included facilitating testing signups extracurricular of venues and league-endorsed PSAs.

No wonderment Ice Cube appeared successful a pleasant temper earlier BIG3’s caller games astatine the University of Southern California’s Galen Center. Ice Cube, different known arsenic O’Shea Jackson Sr., still said successful a superior reside pinch maine successful an arena convention room. Then, Ice Cube declined to bask successful BIG3’s accomplishments and proclaim that “today was a bully day” arsenic he did successful his heralded song. Instead, Ice Cube focused much connected BIG3’s upcoming goals.

“We want to expand,” Ice Cube told me. “To really unlock what this convention tin do, we want to person much than 8 teams, moreover much than 12. The accepted measurement is conscionable to waste teams and turn for illustration that, which is cool. But it makes you make deals that you request to make alternatively of deals that you should make.”

Some of those deals person already happened.

For the past 7 years, CBS has broadcast BIG3’s games connected its web successful what a convention spokesperson described arsenic “a coagulated partnership.” BIG3 besides remains optimistic it will support a semipermanent narration pinch CBS. And why not? BIG3 reported that viewership has accrued 26% this twelvemonth and that per-game attendance has averaged astir 8,000 fans. Those developments coincided pinch a crowded sports almanac that included FIFA World Cup, Major League Baseball and WNBA games.

“When we first started, it was ‘mom and pop,’” Lieberman, the Dallas Power’s caput coach, told me. “Now we person much owners. We person tally this point for illustration it’s a real, existent business. I americium truthful impressed pinch really they’re moving it.”

That gives Ice Cube comparative optimism connected really overmuch BIG3 tin grow.

“We want to get to 24 [teams], possibly moreover 34,” Ice Cube told me. “We want to turn the league. We don’t want it to beryllium irresponsible. But we want to turn the convention astatine a gait wherever we consciousness that it’s going to get a bigger footprint successful people’s minds erstwhile it comes to the BIG3. We want to make judge that we person a abstraction successful everybody’s minds erstwhile it comes to awesome sports.”

How soon tin description happen?

“Who knows,” Ice Cube told me. “There is ever an interest. We sold 4 teams. We person to waste 4 more. Once we waste those four, past 12 will beryllium connected the horizon. I can’t put a number connected it because we want to do it successful the smartest and astir responsible measurement pinch the correct squad owners astatine the correct price.”

What’s adjacent for BIG3 description ?

That explains why BIG3 went public. With this merger, fans tin power BIG3’s imaginable maturation straight by purchasing convention shares and becoming portion owners. Traditionally, organization investors and CEOS often only had specified access. Under this arrangement, though, fans tin usage caller aliases existing brokerage accounts to bargain and waste BIG3 stock.

Instead of operating arsenic a barn-storming league, BIG3 besides travels play to markets that already big their metropolis teams for its 10-week season. That includes the Boston Ball Hogs, Chicago Triplets, Dallas Power, Detroit Amps, DMV Trilogy (Washington D.C.), Houston Rig Hands, Miami 305 and LA Riot. Miami’s Amerant Bank Arena will big 2 games (Detroit-Dallas, Miami-Boston) connected Friday (8 p.m. ET). Atlanta’s State Farm Arena will big 2 different games (LA – Houston, DMV-Chicago) connected Sunday (1 p.m. ET).

“This is the measurement to turn the convention connected a world standard pinch the public,” Ice Cube told me. “It’s not conscionable the nationalist looking connected the extracurricular buying merch, going to games and cheering connected players. But it’s besides the nationalist that is really benefitting from the upside of the league. We want the convention to grow. We want to person them use successful seeing the league’s maturation and make them consciousness for illustration they’re really a portion of the league’s growth. They tin return america from wherever we are to the adjacent level.”

BIG3 has fielded immoderate scrutiny amid its attempts to scope the adjacent level.

As Front Office Sports first reported, BIG3 fielded accusations that it reneged a committedness that NFT buyers would ain stakes successful teams and stock a information of the franchise sale’s profits. The projected people action lawsuit, revenge successful California authorities tribunal by Lou and Sally Sheward, asserted that BIG3 misrepresented the authorities that buyers of team-specific NFTs would person erstwhile they first sold opening successful 2022. It besides outlines 12 causes of action, including fraudulent concealment and breach of contract.

“Sheward and the different plaintiffs correspond holders of an plus class—namely NFTs—which mislaid each worth owed to the wide marketplace collapse,” a BIG3 spokesperson said successful a statement. “The plaintiffs are filing a nationalist nuisance suit contempt contractual obligations to resoluteness each specified disputes done confidential arbitration. This is simply a classical nuisance suit for an plus people that has mislaid each value, brought successful an effort to extort the BIG3.”

That hasn’t stopped BIG3’s early ambitions. Ice Cube told maine that he and different BIG3 officials person talked pinch various world master hoops leagues astir perchance hosting a 3-on-3 convention successful their respective regions, including Australia’s National Basketball League, the East Asian Super League and various European and United Arab Emirates leagues.

With much costs and imaginable investors, Ice Cube expressed optimism that the BIG3 could big a convention successful world markets eventually.

“It’s each astir having the superior to spell aft that, and not conscionable dangle connected the owners that ain teams successful those leagues,” Ice Cube told me. “Without going public, you would person to hold for the squad owners successful those territories to go believers successful 3-on-3, bargain a squad and support a league. With this, we tin create the convention pinch group that whitethorn not needfully beryllium a large portion of the hoops world that is already there. We could do thing new. So we conscionable want to person those options to do what is smartest for the convention astatine the time, and not beryllium pigeonholed into calling up the aforesaid rich | guys that everybody calls up.”

Can BIG3 person immoderate NBA and 2028 Olympics involvement?

Since its inception connected Jan. 11, 2017, the BIG3 has besides learned that it cannot trust connected the NBA for immoderate financial support, logistical thief aliases immoderate nationalist endorsements.

Instead, Ice Cube leaned connected his ain credibility arsenic an entertainer and businessman. He besides maintained beardown relationships pinch NBA luminaries aft attending galore Los Angeles Lakers’ location games. Incidentally, Ice Cube co-founded the convention successful grant of the precocious Kobe Bryant’s 60-point capacity successful the last crippled of his 20-year NBA career.

BIG3 couldn’t person notable stars to join, including Bryant and Caitlin Clark. But the convention became celebrated capable to pull different retired players, including Allen Iverson, Joe Johnson, Rashard Lewis and Chauncey Billups. The league’s coaches person included NBA and WNBA luminaries, including Charles Oakley, Rick Barry, Lisa Leslie, Reggie Theus and Gilbert Arenas. Jaylen Brown became the first progressive NBA subordinate to play successful a BIG3 crippled erstwhile he competed successful the 2023 All-Star crippled astatine London’s O2 Arena.

“I didn’t cognize what to expect. It’s reliable coming from the NBA and playing successful the BIG3,” Young told me. “You consciousness a definite way. You consciousness for illustration you get looked astatine a definite way. But now things are starting to change. I consciousness for illustration much players are starting to travel and beryllium assured pinch playing it, arsenic they should. If you’re not doing anything, this is 1 of the champion leagues extracurricular of the NBA.”

That occurrence partially explains why the Naismith Basketball Hall of Fame honored Ice Cube successful 2024 pinch the inaugural “Ice Cube Impact Award.” That grant “acknowledges individuals making important contributions to their community.” Former NBA subordinate Jalen Rose later won the grant successful the 2025. With BIG3 garnering much fame and credibility, has the NBA’s position connected the BIG3 evolved?

“It hasn’t moved,” Ice Cube told me. “There’s 1 clause that we’re trying to get past, which is the ‘no-compete clause’ that they person connected america wherever their owners cannot put successful the BIG3 arsenic mostly owners successful immoderate way, style aliases form. It’s because of that clause. We deliberation it’s ridiculous that they’re saying that we’re competing pinch them. But that’s [NBA Commissioner] Adam Silver and [Deputy Commissioner] Mark Tatum. That’s their stance.”

The BIG3 does not interfere pinch the NBA regular-season (October-April) aliases the NBA playoffs (April-June). The NBA has overseen Las Vegas Summer League successful mid-July since 2007 aft the convention first worked independently successful its first 3 years. The NBA besides manages the California Classic, Salt Lake Summer League and Orlando Pro Summer League. It is not clear to what grade those overlapping summer-league schedules power the NBA’s argumentation connected the BIG3. An NBA spokesperson did not return messages seeking remark connected the league’s latest position connected the BIG3, and if it will ever go willing successful collaborating astatine immoderate level.

“We’re trying to show them to beryllium reasonable. We could do a batch together,” Ice Cube told me. “Their athletes emotion us. Their coaches emotion us. Their owners emotion us. Their GMs emotion us. Everybody loves us, but those 2 guys astatine the top. It shouldn’t beryllium for illustration that.”

The BIG3 has besides faced guidance connected whether its players tin correspond USA Basketball successful the Summer Olympics’ 3-on-3 tournament. Team USA did not suffice successful the Summer Olympics’ inaugural 3-on-3 tourney successful the 2021 Tokyo Games. In the 2024 Paris Olympics, Team USA vanished pinch a 2-5 grounds and grounded to beforehand retired of excavation play amid a cardinal wounded to erstwhile NBA subordinate Jimmer Fredette. The squad besides featured 2 erstwhile assemblage hoops players successful Division I (Kareem Maddox) and Division II (Dylan Travis) arsenic good arsenic a erstwhile G League and overseas subordinate (Canyon Berry). It doesn’t beryllium good pinch the BIG3 that immoderate of their players mightiness beryllium excluded successful the the 2028 Summer Olympics, which will return spot successful Ice Cube’s hometown (Los Angeles).

“They’re crazy not to usage our athletes arsenic the U.S. Olympic squad successful 3-on-3,” Ice Cube told me. “The past 2 Olympics person been a disaster for USA erstwhile it comes to what USA Basketball has been putting together to correspond the US. I dream they person a ‘come-to-Jesus moment’ and recognize that we person the champion 3-on-3 players successful the world. It’s not moreover close. They should usage our athletes to correspond the U.S., particularly connected U.S. soil. Will they do that aliases not? Egos whitethorn triumph and prevail, and the U.S. will suffer because of that.”

Technically, USA Basketball does not find whether BIG3 players would beryllium eligible for the Olympics. A USA Basketball spokesperson told maine successful a connection that “athletes are eligible to beryllium considered based connected the FIBA Qualification System.”

Per IOC and FIBA guidelines, players must participate successful astatine slightest 2 FIBA 3-on-3 competitions, FIBA 3-on-3 recognized nationalist squad competitions aliases recognized qualifiers betwixt Jan. 1 2026 and June 12, 2028. At slightest 2 players connected the four-person squad person to beryllium among the apical successful FIBA’s 3-on-3 individual rankings by June 12, 2028. All players besides meet nationality requirements. They person to clasp ineligible nationality of their represented country. They person to coming a passport of their represented state earlier Jan. 1, 2026. They cannot play for immoderate different nationalist squad successful immoderate FIBA squad competitions.

“These guys, what are they going to do? Live successful Europe successful the offseason and beryllium distant from their families?” Lieberman asked rhetorically. “It’s crazy. Why can’t we activity pinch FIBA and fto this beryllium a portion of our qualifying tournaments?”

The BIG3 boasts immoderate quirks for intermezo purposes. They let each squad to situation a telephone erstwhile a half called “Bring the Fire,” which past turns into a one-on-one matchup to find who wins the possession. Referees grant fouled players 1 free propulsion that counts arsenic 2 aliases 3 points, thing the NBA Summer League experimented aft the G League implemented the norm successful 2019-20 to amended crippled flow. Otherwise, BIG3 avoids gimmicks successful favour of integrated 3-on-3 basketball. In some the Summer Olympics and BIG3, the 3-on-3 title entails a half-court crippled that requires each squad to scope a target people and to clear the shot astatine halfcourt pursuing a missed shot. The BIG3 makes an objection for airballs to reflector pickup games.

The Summer Olympics and the BIG3 person immoderate subtle differences.

The BIG3 requires the winning squad to people 50 points pinch astatine slightest a two-point margin-of-victory. In the Summer Olympics, the winning squad has to people 21 points aliases clasp a lead erstwhile the 10-minute timepiece expires. The BIG3 has a longer changeable timepiece (14 seconds) than the Summer Olympics. (12). The BIG3 mirrors the NBA pinch really it awards points for baskets made wrong the arc (two) and extracurricular the arc (three). But the BIG3 besides features a 4-point play for shots made astatine slightest 30 feet distant from the basket. The Summer Olympics awards 1 constituent for baskets made wrong the arc and 2 points for baskets made extracurricular the arc. In some leagues, a subordinate cannot foul retired arsenic they do successful the NBA aft collecting sixth fouls. Instead, the opposing teams are awarded the prize aft each squad commits a 5th foul successful each half (BIG3) aliases six fouls (Summer Olympics). The U.S. Men’s hoops squad besides adjusts to FIBA’s rules that see playing shorter quarters (10 minutes alternatively of 12). Although the NBA and FIBA balls are technically the aforesaid size (29.5 inches successful circumference), Team USA officials person often said the shot feels smaller.

Since the 1992 Olympics, FIBA has allowed NBA players to participate partially because they correspond the United States’ champion 5-on-5 players. Meanwhile, BIG 3 officials, coaches and players contend their convention boasts the country’s champion 3-on-3 players considering their playing inheritance successful either the NBA, G League aliases overseas.

“They understand the game,” Cooper, Miami 305’s caput coach, told me. “If you bring successful erstwhile players and each they person done is play 5-on-5 and past they tried to get them to play 3-on-3, that’s difficult for immoderate people. It’s benignant of difficult to unit it to happen. So we sewage the champion 3-on-3 players successful the world, erstwhile players that cognize really to play this crippled and guys that are successful very bully hoops shape. They cognize really to play beingness hoops and they understand the rules. I deliberation our players should beryllium included.”

BIG3’s attraction connected the game

Ice Cube did not sound amazed that “the sports world is not welcoming america to the party.”

“That’s thing new,” Ice Cube told me. “I started pinch N.W.A. It was the aforesaid curen from the euphony industry. When I started making movies, location were actors coming retired and saying that rappers are taking each the jobs. So I’ve ne'er been welcome. But that ne'er stops me.”

Hence, the BIG3 will still activity connected landing much NBA stars.

Ice Cube challenged LaMelo, Lonzo and LiAngelo Ball publically to play successful the BIG3 All-Star crippled successful Charlotte connected August 22. Lonzo replied that he’s willing successful appearing successful “The Last Friday,” which would beryllium 3rd movie of the “Friday” movie series. Ice Cube responded, “No problem. You win, you in.”

Any answer?

“I haven’t heard from them. I conscionable heard crickets,” Ice Cube told me. “I haven’t heard from them. So possibly they were bluffing.”

Regardless, the BIG3’s occurrence has hinged connected much than conscionable NBA stars making cameos aliases connected the convention securing business deals. It has started and ended pinch the product. The last week of the regular play will return spot astatine Houston’s Toyota Arena (LA – DMV, Houston-Miami) connected August 6 (7 p.m. ET) and astatine Boston’s TD Garden (Dallas-Chicago, Boston-Detroit) connected August 9 (1 p.m. ET). Dallas’ American Airlines Center will past big a personage crippled and 2 playoff games connected August 15 (12 p.m. ET. Lastly, Charlotte’s Spectrum Center will showcase BIG3’s All-Star crippled and title crippled connected August 22 (1 p.m. ET).

“We want to make judge that we headdress it disconnected pinch a deserving champion pinch a awesome game,” Ice Cube told me. “From there, we’ll look astatine our opportunities. We’re successful talks pinch a fewer different group astir media deals and licensing deals. We conscionable want to support fanning those flames. Nothing helps much than a awesome season.”

It besides helps that coaches and players person recovered the BIG3 to beryllium credible. Before she joined the BIG3 3 successful 2018, Lieberman relayed that Ice Cube followed up connected his committedness that she “will beryllium the highest paid coach successful the league” retired of respect for her Hall-of-Fame credentials. Shortly into her 2nd season, Lieberman and different coaches shared pinch Ice Cube and different BIG3 officials connected a convention telephone that they request much than 2 officials to negociate the game’s physicality. A week later, the convention added a 3rd official.

The BIG3 still oversees immoderate chippy play. Earlier this season, Stephenson had a heated altercation pinch LA’s Devin Ebanks and Crawford, while Beasley besides had a scuffle pinch Howard. The BIG3 doesn’t condone the behavior, though. Both Stephenson and Beasley were ejected. Drexler issued some players a one-game suspension and said successful a connection that “fighting of immoderate benignant will not beryllium tolerated.”

By striking that balance, Cooper said the BIG3 fosters a competitory situation that he recovered akin to the famed Lakers-Celtics rivalry that spawned 12 NBA Finals matchups. Cooper helped the Showtime Lakers triumph 5 NBA titles successful 8 NBA Finals, including 3 against the Celtics (two wins successful 1985 and 1987, 1 nonaccomplishment successful 1984).

“It is perpetually physical. That’s why our players person to beryllium successful awesome shape,” Cooper told me. “The moving has been taken retired of it. But that physicality, arsenic acold arsenic getting to the handbasket and moving around? The referees fto you play a small spot much for illustration successful the '80s.”

Meanwhile, Chalmers represents 1 of galore players that person viewed the BIG3 arsenic a respectable convention done connection of mouth. Lewis, who played pinch Chalmers pinch the Heat, convinced Chalmers to subordinate aft playing overseas successful Greece.

“I still wanted to play hoops and still wanted to beryllium successful shape,” Chalmers told me. “The biggest point for maine is being capable to play successful beforehand of my kids. I had my youngest son, who’s seven. So I still want to show him the measurement of basketball. I want to show him that I tin still compete and that I still tin play. With the measurement group are showing up, this keeps getting amended each and each year. Players are coming successful shape. The hoops organization is specified a mini community. Once you’ve played for truthful long, it’s bully to play against your aged friends and play pinch your aged friends that you sewage a chance to play successful the NBA.”

BIG3 participants hardly dainty this arsenic a recreational league, though. Lieberman showed maine an app connected her telephone that outlines an extended scouting study connected each opponent, including subordinate tendencies, statistical trends and movie clips. Young, who coaches the LA Riot, laughed and conceded he doesn’t break down movie pinch his players. But he shares observations pinch his players astir force tendencies. Cooper hosts play convention calls to item the scouting report, distributes crippled movie and past watches it together the time earlier a game. All BIG3 teams believe astatine slightest erstwhile earlier each game.

“We’re very good prepared,” Cooper told me. “My occupation is not needfully Xs and Os. We do tally immoderate plays. But it’s much astir individual matchups, who we’re going to beryllium playing and knowing what that subordinate tin and can’t do.”

Meanwhile, the BIG3 has received clarity connected what it tin and can’t do arsenic a league. After noticing that astir sports fans erstwhile viewed 3-on-3 hoops “as a measurement cousin,” Ice Cube seemed proud of the BIG3’s growth. He hardly remains satisfied, though.

“I’m not going to opportunity that we’ve flooded anything,” Ice Cube told me. “I’m going to opportunity that we’re proving each twelvemonth that we person the champion 3-on-3 players successful the world. I’m not proclaiming we person the champion 5-on-5 players successful the world. But I’m claiming that we person the champion 3-on-3 players successful the world. We emotion to beryllium it connected each levels.”