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Exclusive: BIG3 Runs it Back With Monster Energy

After an ambitious 2021 campaign, Monster Energy is back with the innovative 3-on-3 basketball league for another year as an official sponsor.

After showcasing in-game activations that included everything from BMX riders, breakdancers, and multiple ad spots, the BIG3 basketball league has announced that they once again galvanize themselves by bringing back Monster Energy as a league sponsor for the upcoming 2022 season. Terms of the deal were not disclosed. 

Monster Energy was launched by Monster Beverage Company in 2002 and offers customers a variety of 34 different drinks, including its core Monster Energy line. The BIG3 and Monster Energy did not reveal whether an exclusive flavor of the energy drink will be released as part of the deal.

“Monster Energy has been integral to our mission of connecting young fans directly with our league and athletes,” said Ice Cube, the BIG3’s co-founder, in a release. The BIG3 and Monster share an athletes-first value system and we look forward to our continued effort of creating compelling sports content as we enter the 2022 season and beyond.” 

As part of the partnership last year, Monster Energy was branded on and off the court for the BIG3. One of the more notable activations was the league’s broadcast partners highlighting a “Monster” moment on their broadcasts and social channels.

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To separate itself from the version of 3×3 basketball sanctioned by FIBA and the Summer Olympics, the BIG3 refers to its sport as “Fireball3.” Differences in the game include a 4-point shot, a 14-second shot clock, single foul shots, and the use of CBD as a method of recovery.    

“Monster Energy congratulates the BIG3 on another outstanding year and we are excited to announce the continuation of our sponsorship,” said Dan McHugh, Monster Energy CMO, in a statement. “TheBIG3 has certainly changed the game with unmatched athleticism, passion and innovation to bring the fans a truly entertaining event. Like the BIG3, Monster Energy focuses on the fan, and we will continue to team up with the BIG3 to enhance the fan experience through our on-site activations throughout the 2022 season.”

The BIG3’s 2021 season saw new changes and experiences that include the first-ever professional open tryouts and the addition of the “Bring the Fire” rule allowing teams one challenge per half determined by an in-game one-on-one. In the most competitive season yet, former NBA champ Stephen Jackson’s Trilogy ultimately took home the Julius Erving Championship Trophy, becoming the first team in BIG3 history to win two titles.

About The Author
Randall Williams
Randall Williams
Randall Williams is a Staff Writer covering sports business and music for Boardroom. Before joining the team, he previously worked for Sportico, Andscape and Bloomberg. His byline has also been syndicated in the Boston Globe and Time Magazine. Williams' notable profile features he has written include NFL Executive VP Troy Vincent, Dreamville co-founder Ibrahim Hamad, BMX biker Nigel Sylvester and both Shedeur and Shilo Sanders. Randall, a graduate of "The Real HU" - Hampton University - is most proud of scooping Howard University joining Jordan Brand nearly three months before the official announcement.