How Big3 Basketball Was Born

March 05, 2020

Morgan Lewis’s global sports industry team serves clients that are changing the way fans experience sports. We stand behind these innovators who are creating original leagues, developing sports-betting platforms, and pioneering new avenues of business. Entertainment legend Ice Cube channeled that spirit of innovation into the BIG3 basketball league, which recently earned him the UCLA Anderson School of Management 2020 Game Changer Award.

Media Module - Datasource Item: Jeff Moorad Ice Cube

Ice Cube and his partner Jeff Kwatinetz sat down with our global sports industry head Jeff Moorad, Chairman of Morgan Lewis’s global sports industry initiative to talk about how BIG3 came about, how it differs from their other business ventures, and what they needed from a law firm to be able to launch a new league. They gave us the following insights:

  • Starting a new professional basketball league was a most monumental task that tapped into both their business and entertainment experience because of the need to create, market, and promote live games while convincing consumers about the merits of a new market.
  • As is often the case for new business, the idea for the BIG3 league really grew out of pure fandom. As one of the most-played sports in the world, there was a way to elevate the game of 3-on-3, while providing a new avenue for well-loved professional players to keep playing in the public eye.
  • Professional sports are now viewed on a global stage, so even though BIG3 started in the United States, there was always a plan to expand internationally. So when assembling a legal team, the founders looked for a global firm with an integrated platform that could serve all the needs of the league.