Triller is on a mission to add more sports content to its video network platform — starting with rapper Ice Cube and his Big3 basketball league.

According to CNBC, Cube inked an agreement for a joint venture with the social media company in which Triller will host his league’s first all-star game, its draft, and also feature 30 hours of live games from its 2021 season.

Though specifics around the deal have not been made available, the outlet reports that both Big3 and Triller will share advertising revenue earned from the upcoming events, arena signage, and cross-promote their brands together.

“There’s nothing as fun and fast in sports as Big3 basketball, and once you watch one game, you’ll be hooked,” Triller co-owner Ryan Kavanaugh shared in a statement. “We are excited to partner with Ice Cube and the Big3 organization to bring this exciting and growing sport to Triller audiences around the world.”

Ice Cube basked in the announcement of his Triller deal tweeting, “Big3 signs deal with Triller” along with a champagne bottle emoji.

Cube’s Big3 basketball league was first co-founded in 2017 alongside entertainment executive Jeff Kwatinetz. CNBC reports that the traveling circuit league features former NBA stars playing in a three-on-three style format.


Cube’s successful basketball league combined with Triller’s goal to increase its user base and add more sports content on its platform makes this new partnership a perfect meeting of the minds.

In a joint statement, Cube and his co-founder Kwatinetz shared that the deal will allow Big3 to expand its audience to reach Generation Z or individuals under the age of 24. They also said the agreement is a “perfect combination of sports and entertainment for that demographic.”

Cube’s league is not the only sports avenue Triller is banking on. After acquiring Verzuz’s live music streaming platform back in March, the social media company shared that its deal with co-founders Swizz Beatz and Timbaland included future plans to incorporate sports verticals, according to Billboard.

The outlet also reported that Verzuz recently expanded its own platform to include sports through its recent NFL collaboration to host the “NFL Pro Bowl Verzuz.”