The BIG3 league was founded back in 2017 to much fanfare by musician and actor Ice Cube, along with Jeff Kwatinetz.
It consisted mostly of retired NBA pros to go with some international players, and the league gained quite the fan following as well.
Ice Cube spoke about how the NBA has done some things behind the scenes which have affected the BIG3, which in turn has had a negative impact on his outlook towards the NBA.
"The NBA, they haven't been the nicest to the BIG3 to me. Of course, publicly, they say all the right words."
"But we know privately, there's things done behind the scenes when it comes to sponsors, broadcasters, blah blah blah."
"So it soured me a little bit. I love the league and I still respect the league, I think they should do more with the BIG3."
"We have proven ourselves, we have a lot of their ex-players and ex-ambassadors as a part of this league. They believe in the league, so I wish the NBA would see that we are complimentary."
"We are only 3 on 3, you guys play 5 on 5. There's no issue there. Seeing it from my perspective, it did tarnish my fandom a little bit but not a lot of it."
As Cube says, the BIG3 is no direct threat to the league as it is 3 on 3 with different rules.
They have made great progress over the last 5 years and deserve some respect for what they have managed to achieve.