Ice Cube says BIG3 deserves more attention from sports media. He questions whether NBA ties are holding coverage back.
What We Know: Ice Cube made the comments during an appearance on The Draymond Green Show. He called BIG3 the best three-on-three league in the world and pointed to its major-level talent. BIG3 broadcasts games on CBS, with BET now airing Monday primetime re-airs and Vice TV serving as a secondary partner. However, Cube made mention that he’s disappointed by the lack of coverage by sports media regarding his league. BIG3 is now in their ninth season of existence.
What They Said: (all quotes via The Draymond Green Show)
Ice Cube on how sports media hasn’t embraced BIG3: “We’re still not, to me, getting the love from the sports media that the league deserves. It’s the best three-on-three league in the world, it’s not even close. The stuff that FIBA is doing is still in an amateurish kind of playground type way. We’re doing it on a major level with major players.”
Ice Cube says NBA ties could be influencing sports media: “We deserve some respect from the sports media to comment on our games, and let fans know about what’s happening with our league. Maybe the NBA has something to do with that. Maybe not. Then again, maybe we need another nine years before they really realize we’re here to stay. We have great athletes who can play our style of basketball, because it’s different than five on five.”
What Remains Unclear: Whether or not networks who are partners of the NBA have any actual restrictions regarding the BIG3 league. The NBA has not commented on the matter.
What It Means: Ice Cube’s comments spotlight a recurring tension between upstart leagues and established media gatekeepers. Nine seasons in, BIG3 continues building its TV footprint through CBS, BET, and Vice TV. Still, broader editorial coverage from major sports outlets hasn’t followed at the same pace. Ice Cube’s frustration suggests he views that gap as more than coincidental.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.