LAS VEGAS – When Ice Cube and business partner Jeff Kwatinetz founded Big3 in 2017, there was plenty of skepticism regarding whether or not an alternative 3 v. 3 basketball league could survive in the global hoops ecosystem. The concept of bringing former NBA players out of retirement was certainly fresh and the familiar faces behind the operation gave reason for optimism, but starting a competitive professional sports league in the modern day is a feat that had often proved insurmountable.
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