Big3, the US professional 3-on-3 basketball league co-founded by rapper Ice Cube and his long-term business partner Jeff Kwatinetz, has announced the renewal of its deal with longtime partner energy drinks brand Monster Energy for the 2024 season.

As part of the renewal, Monster will be the official energy drink of the Big3, and will activate in each of the league's 10 arenas. It will also present the third annual Monster Energy Big3 Celebrity Game on August 18, at TD Garden in Boston.

Last year's partnership featured Monster Energy talent including BMX bikers, Monster Energy Girls, and a roster of celebrities at the 2023 Monster Energy Big3 Celebrity Game.

Ice Cube has now said: "Over the past three years, Monster has become part of our league and our fans and players alike know the BIG3 is better when powered by Monster.

“With our new partnership with X [formerly Twitter], our sponsors are getting the chance to be on the forefront of a new sports viewing experience and we can't wait to see where it takes us."

Dan McHugh, Monster Energy’s chief marketing officer, added: "Monster Energy is thrilled to be working with the BIG3 for our fourth consecutive season.

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"Together, we've built a true partnership that has allowed us to break the mold and develop new and exciting ways to elevate our work. Each year, the BIG3 grows with astounding speed and brings us new opportunities to interact with our fans, and I can't wait for them to see what we have in store for this summer."

The league's seventh season begins on June 15, 2024, in Oakland, California, and will be broadcast on CBS, Paramount+, and X.

In February Big3 announced a deal to stream live matches and other new content on X, the social media heavyweight formerly known as Twitter.

The deal is paired with Big3’s deal extension last November with national network CBS Sports for the fifth consecutive season.

CBS will still be Big3’s primary broadcaster for the 2024 season, showing over 20 regular season games, the playoffs, the championship game, and the all-star and celebrity games.

The 2024 Big3 season is set to run from June 15 until August 18, following ratings and attendance increases in its sixth season.

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