Ice Cube Is Changing the Game On and Off the Court with the Big3 League

In the bustling world of sports and entertainment, few figures command as much respect and influence as Ice Cube. Beyond his iconic status in music and film, he has made a significant mark on the athletic landscape as the founder of the Big3, a professional three-on-three basketball organization.

As the founder of the Big3, Cube is not just building a sports league; he's redefining what it means for athletes to compete and for fans to engage. For the new season, Big3 has launched a surprising yet authentic collaboration with Red Lobster that is taking center stage.

Red Lobster has undergone a significant overhaul to reintroduce itself to the public, and for Cube, leveraging those efforts aligns naturally with the Big3 and is an excellent way for the restaurant giant to "connect with the culture." Cube also emphasized that securing partnerships is not just about financial gain but an authentic connection that aligns with the values of the Big3 league.

"Partnering with us is a big step in that direction," Cube tells Bleu Magazine. "We're proud to be part of the Red Lobster family, and we're proud that they're part of the Big Three family [...] A truly unique and authentic partnership is not just about placing a bunch of names and logos on the league, but aligning with these companies."

The partnership also resonates deeply with Cube, as he shares a personal anecdote, revealing his long-standing connection to the brand. Cube's first date with his wife was at Red Lobster, and he still has the classic lighthouse glass from that night. This personal history underscores his belief that "most leagues don't care about aligning with sponsors; they just want the money. We want true alignment."

The goal of this partnership is mutual growth, as Cube and the Big3 aim to attract more customers to Red Lobster, and in turn, the restaurant chain helps the league expand. The potential for future collaborations, such as Big3-themed menu items or Red Lobster cheddar biscuits at games, is vast, limited only by imagination, and once again driven by natural alignment.

The Big3 Red Lobster team-up extends far beyond mere branding, integrating directly into the game through sponsoring a pivotal play called "Bring the Fire." This rule is comparable to a penalty shot in hockey or soccer and allows a coach to challenge a foul once per half. If the player makes the shot, the foul stays; if they miss, the foul is taken off the board.

"It's a pretty exciting and unique play for the Big3," says Cube.

The Big 3 has always stood out with its innovative rules and ideas designed to enhance excitement and engagement. Beyond "Bring the Fire," Cube says the league has expectations for "amazing competition" and "incredible fan engagement" this year, especially after transitioning to a franchise model, cutting down from 12 teams to eight "strong owners" to enhance competitive integrity and allow for future expansion to 30 owners across America and globally.

"It's kind of like trimming your tree a little bit to get it to grow new leaves," says Cube about the process. "At first, the league ran all 12 teams, but now, since we're selling teams, we feel like the fewer teams we run, the better for the league. We need eight strong owners, then we need to move to 12 or 10 strong owners."

He continues, "It's kind of like trimming your tree a little bit to get it to grow new leaves—that's what we're doing this year. With only eight teams, the competition has become highly condensed, focusing on the cream of the crop. Some great players who weren't drafted can still play because they're in the draft pool, and if someone gets injured, they can be picked up. This demonstrates the league's strength and the growing appetite for three-on-three basketball.

The proof is in the pudding regarding the demand for three-on-three basketball as Cube also claims the Big3's ratings "are better than MLS [and] NHL regular-season games," which demonstrates its successful and onward trajectory.

"We want to change the game for the better," asserts Cube. "If you look at our league, we're doing things that make the game funner to play, funner to watch. If 'funner' is the word, then yes, that's what we want to do."

The Big3 has also carved a unique space by redefining athlete longevity. Cube champions the idea that a player's career isn't over just because they've aged out of the NBA. There are athletes from ages 22 to 42 in the Big 3, and the league's lighter schedule and style of play lets these players compete at a high level, as it's all about skill and toughness.

"What I wanted to do was change the mindset of basketball fans," says Cube. "Just because the NBA says a player's career is over doesn't mean he's no longer a professional basketball player [...] It's 'mano a mano' here. There are no three-point specialists in the Big 3. There are no rebound or defense specialists."

He adds, "If you're going to play, you need an all-around game. You have to be able to pass, dribble, shoot, and defend. Either you have those skills, or you don't. Either you have what it takes to succeed in this league, or you don't. It has nothing to do with age."

There have been so many retired players who have stepped foot on a Big3 court, such as Joe Johnson, Amar'e Stoudemire, Al Harrington, Rashard Lewis, Metta Sandiford-Artest, Stephen Jackson, and more. This year's new additions, including Dwight Howard and Montrezl Harrell, are already bringing more fans into the Big3 world.

And Cube has his sights set on bringing even more players into the mix, such as Demarcus Cousins and Jamal Crawford. However, not every player should want to join, as it depends on their mindset.

"When someone tells you they're done, you don't really want them anymore," he admits. "Because you don't want anyone out here just playing for fun. These players are still playing for their livelihoods. You need guys who still have that pro mentality and feel like they have something to prove. They want to compete at the highest level against their peers. Once they tell me they're done, I give them that respect and actually don't want them anymore as soon as they say that."

Despite its success, the Big3 continues to face significant challenges, particularly from established sports entities and media. Cube highlighted the difficulty in "dealing with big giant sports entities, universities, and the NBA," which he says "try to ignore what we're doing here."

Cube even criticizes the major sports outlets, who are "under the NBA's thumb," for not giving his Big3 league the "class and respect it deserves," especially considering the legendary players involved, such as Julius "Dr. J" Erving, Clyde Drexler, and Rick Barry. "It's mind-boggling that the issues would go this deep," he expresses to Bleu.

The Olympic committee has also received a side-eye for failing to consult the Big3 officials about the three-on-three game for the 2028 Olympics, which Cube says is "a big mistake." Cube believes the best three-on-three players in the world are with the Big3, and if the Olympics doesn't utilize them, they'll be forced to rely on current NBA players to avoid "eight years of embarrassment." He attributes this neglect to a "personal vendetta" that he believes "is hurting the country when it comes to sports."

Through the Big3, Cube is not only providing a dynamic platform for basketball but also championing authenticity, quality, and a unique vision that challenges traditional norms. When asked about viewing his legacy with the success that Big3 has continued to see in each season, he emphasized a consistent approach: "I think it's about not always worrying about what I'm going to get, but instead focusing on giving people quality."

"You pick up your favorite soft drink, and it tastes the same every time. People trust that consistency. So, you need to give people good quality consistently. That way, your brand becomes something they trust and look forward to," says Cube.