Fox Sports gave a vote of confidence to a fledgling basketball league, announcing that it has extended its deal for the 3-on-3 pro league BIG3 by an extra year.
Co-founded by Ice Cube and entertainment executive Jeff Kwatinetz, the league launched in January and is closing in on its championship, set for Saturday.
David Nathanson, head of business operations for Fox Sports, commented: “We think we have something great with the BIG3 and are thrilled to add another year to our partnership. In its inaugural year, the league provided competitive, entertaining basketball that really resonated with fans, as evidenced by its television ratings on FS1 and packed arenas across the country.”
Added Ice Cube: “Working with Fox Sports for another season is an opportunity we are very excited about. The network understands that the BIG3 is about competitive, hard-nosed, compelling basketball and they’ve been a great partner to work with during our inaugural season. Our shared vision makes this partnership an ideal fit.”
The league features former NBA stars such as Allen Iverson, Kenyon Martin, Al Harrington and Chauncey Billups, along with coaches including Julius Erving, Gary Payton, Charles Oakley and Clyde Drexler.