Ice Cube on BIG3’s growth, what’s next and rap beef: ‘We know there’s a spot for us in major sports’

It’s playoff week for the Big3, and Capital One Arena — the home of the Washington Wizards — will serve as the host on Saturday. Throughout the 2023 season, Big3 games have aired on CBS Sports.

For the last six years, the product has grown year over year. And the exposure has increased.

“We’ve got a great product, a lot of interest when it comes to comparing ratings with some of the sports that’s been around for decades,” said Ice Cube, the CEO and founder of the Big3.

Since 2017, the league has provided an alternative for basketball fans looking for something to watch in the summer. Former NBA players and international players have played three-on-three basketball in venues all over the country. The league has had partnerships with companies such as Adidas, CBS Sports, Monster Energy and Microsoft throughout its existence.

Yet still, the one major partnership the Big3 can’t seem to grow is the one with the NBA. The Big3 continues to increase viewership, but Cube has said on multiple occasions the NBA isn’t interested in investing in the product.

It’s left him with questions, frustrated and wanting answers. Especially with the Big3 featuring former NBA players but not being a direct competitor of the NBA.

In 2017, Cube and his business partner, Jeff Kwatinetz, asked the NBA to become partners in their new three-on-three league that would rely on the star power of retired professionals. According to Cube, the Big3 was offering 10 percent of his league as part of a collaboration that hasn’t happened.

“We have been supportive of the Big3 since its inception, but we declined to invest,” NBA spokesman Mike Bass told The Athletic earlier this year.

A level of tension remained as the Big3 kicked off this season in late June in Chicago. The relationship isn’t completely fractured, as Big3 games are played at NBA arenas. Cube, however, wants to work more with the NBA as a complementary piece to the basketball world, allowing NBA players to compete in the Big3 — an idea Cube said the NBA isn’t in favor of.

“My vision is, if the NBA was to ever come to their senses and work with us, (to) send players who might need to be a little more physical in the paint to come play in the Big3 in the summer,” Cube said. “(They could) learn different all-around skills that they can take back to their teams in five-on-five play.”

While the Big3 does not view itself as an NBA competitor, the thought of the league being in competition with the NBA has prevented some NBA investors from putting money into the Big3. Cube said some potential investors don’t want to be on the wrong side of the NBA, because opportunities to invest in sports teams aren’t plentiful.

Cube repeatedly has pointed out his 12-team league has better ratings with its games on CBS than more established sports leagues, but he’s also dismayed as to why the Big3 doesn’t receive more media attention. He also has said the NBA discourages sponsors, networks and media from covering and supporting his league.

To which Bass responded directly to The Athletic: “Those claims are not true.”

Dallas Mavericks guard Kyrie Irving on Instagram has shown his support for Cube and the Big3, saying Cube is “setting the example” and “leading” in his own way. Boston Celtics guard Jaylen Brown attended the Big3 games held July 30 in Boston and has expressed his support for the league.