Big3, the 3×3 basketball competition co-founded by rapper Ice Cube and his business partner Jeff Kwatinetz, has appointed experienced sports executive Adam Harter president of business operations.
In the role, he will lead the league’s commercial business, including global partnerships, media and broadcast strategy, marketing, fan engagement, live events and expansion into new markets.
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Harter will work alongside Sean Bannon, president of league operations, and report directly to Ice Cube and Kwatinetz.
In his most recent role, Harter was chief marketing officer at LIV Golf, the beleaguered international golf tour that is reportedly set to wind down its operations, but he stepped down in September 2025 after just 16 months.
The marketing executive previously spent over 22 years at PepsiCo, where he worked across brand management, innovation, consumer promotions, strategy, media, and entertainment.
At PepsiCo, Harter oversaw sponsorship deals with several major North American sports leagues, including the NFL, NBA, NHL, and MLB.
On his appointment, Kwatinetz said: “This hire is a statement about where the Big3 is headed. Adam has built and led growth strategies for some of the biggest brands and sports properties in the world, and he understands both sides of the equation: the partner investing in the platform and the property creating value.
“He also understands what it takes to challenge convention, create cultural relevance and build momentum for a modern sports property in a crowded marketplace, which he did with LIV Golf.
“Combined with the fact that the Big3 has already spent nine seasons proving its product and building an audience, that perspective makes him uniquely qualified to help lead the BIG3 into its next era of growth.”
Big3 describes the appointment as its “most significant executive hire to date” and comes as it prepares to become a publicly traded company through its previously announced pending business combination agreement with Graf Global Corp., a publicly traded special purpose acquisition company.
The transaction, announced in June, values Big3 at $290 million and is expected to close in the fourth quarter of 2026.
Big3 stated that Harter's appointment is also part of its strategy to expand its presence beyond live competition through original content, premium storytelling and new entertainment formats.
The league plans to explore opportunities including documentary programming, unscripted content and other extensions.
In 2026, Big3 completed its ninth season with eight city-based franchises following its shift to a city-based model in 2025.
Harter added: “I’ve spent my career working with every major sports league and more than a hundred teams and athletes, and the Big3 has something you can’t manufacture: it’s where hoops and culture collide.
“Three-on-three is having its moment, and I believe the Big3 is the brand that defined it. My job is to build the business behind that through bigger media, deeper partnerships, and markets where the Big3 is the hottest ticket of the summer. Put the fans at the center of everything, and you build a league that lasts.”
