Ice Cube’s BIG3, a 3-on-3 basketball league, has once again partnered with Monster Energy for the 2024 season. Besides being the official energy drink, Monster Energy will activate in each of the league’s 10 arenas and present the third annual Monster Energy BIG3 Celebrity Game on August 18, 2024, in Boston.
Hip-hop musician Ice Cube, who is the CEO and co-founder of BIG3, said it’s amazing to have Monster back on board to bring the fire this summer. “Over the past three years, Monster has become part of our league and our fans and players alike know the BIG3 is better when powered by Monster. With our new partnership with X, our sponsors are getting the chance to be on the forefront of a new sports viewing experience and we can’t wait to see where it takes us.”
Dan McHugh, Monster Energy CMO, said Monster Energy is thrilled to be working with the BIG3 for the fourth consecutive season. “Together, we’ve built a true partnership that has allowed us to break the mold and develop new and exciting ways to elevate our work. Each year, the BIG3 grows with astounding speed and brings us new opportunities to interact with our fans, and I can’t wait for them to see what we have in store for this summer.”
BIG3 was established in January 2017 by Ice Cube and entertainment executive Jeff Kwatinetz, who shared a vision of a player-centric league focused on entertainment and innovation. The BIG3 is a league with no garbage minutes, where trash talk is allowed, and where every point – whether it’s a 4-point or 3-point shot – counts. Any given BIG3 team has hall of famers, icons and trailblazers, and the next best 3-on-3 player.
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