Written by Kiara Desirai
It’s always a good day when it comes to Ice Cube’s innovative mindset.
In 2017, the BIG3 was introduced by none other than O'Shea "Ice Cube" Jackson and entertainment executive Jeff Kwatinetz. While in its fourth year the league has been implementing marketing and media coverage like no other with the main focus being entertainment.
BIG3 is a professional 3-on-3 basketball league. Each year 12 teams are chosen to play on a half-court. Three on three basketball is considered the best form of basketball with a little streetball added to the mix, it’s faster, shorter and more exciting.
The NBA should be scared because this is a dope concept.
This is great marketing for retirees who want to continue building their brand. Many kids weren’t old enough to see icons such as Allen Iverson, or Joe Johnson. Now they can but with a formal introduction to the newer generation.
Creating a Black owned sport was a genius idea. The league's niche consists of a large live crowd and TV ratings with lots of press.
"The only way to really do this is to project that we believe it's a different thing. So now instead of being a different version of a playground game, it's something that's new and fresh," Co-founder Kwatinetz said. "We're never going to be the best of what we do as a niche sport. We're never going to be better than the NBA, but in the same way cricket and baseball or rugby and football [coexist], you don't have to be better than the other to be different."
The BIG3 partnered with Taco Bell, CBS, and Verizon as well as Triller for digital media. This will include 30 hours of live game coverage at no charge with the app and provide exclusive coverage of the all-star game.
Verizon acts as an associate sponsor of YOUNG3, BIG3's youth program that provides children in local communities with the opportunity to enrich their lives through the game of 3-on-3 basketball and provide custom social media content across BIG3’s owned and operated channels.
"BIG3's intersection of sports, music and entertainment make them a unique and powerful partner," said Rachel Chan, Director of Media, Strategy & Activation, Verizon.
The organization made some change over the past few years by lowering the minimum age from 27 to 22. They didn’t want the league to be boxed in as a retiring league so they accommodated and opened the league to all nonprofessional and professional athletes. Which introduced FIREBALL where they will hold tryouts to welcome the qualifying athletes.
“They’re treating these athletes like they was nobody,” Ice Cube told The Associated Press. “That ain’t cool. You cheered for them. You pretended like you loved them when they were part of the NBA. When they get in a different league, you’re acting like they don’t exist? What kind of (stuff) is that? One day soon, you’ll respect the league.”
The BIG3 has introduced a completely new sport known as FIREBALL3 which include unique rules in the league such as the 4-point shot and 14-second shot clock. Teams can also challenge a foul with “Bring the Fire.”
WNBA Hall of Famer Lisa Leslie joined on as one of the head coaches leading the Triplets to a league-best 7-1 regular season record.
Recently former Oakland Raiders executive Amy Trask joined BIG3 as the CEO. This could mean a possible collaboration with football players participating in the league at the first opportunity.
The groundbreaking league was created for the love of basketball and has nothing to do with the NBA, nothing about the league is similar, making it a powerful and legendary force to be reckoned with. It’s kind of like having All-Star Weekend for months.
With mental health being a major focus lately, the organization encourages and supports mental health for all players and plans to “create a culture where BIG3 players feel confident and empowered to address mental health issues.”
Not too long ago, Kanye West made an appearance at one of the games showing that this brilliant league is on to something.
Ice Cube was on a mission and executed. The BIG3 will be amazing for years to come and it will be great for basketball fans during the summer, in the off-season.
Can’t wait to see the league expand as well as the brand!
