BIG3, EASL Announce Groundbreaking Basketball Partnership
The BIG3 basketball league and the East Asia Super League (EASL) have announced a strategic partnership aimed at bringing professional 3-on-3 basketball to audiences across Asia starting in 2026. The move marks the first collaboration of its kind between a global 3-on-3 league and a regional governing body for top-tier Asian basketball.
The agreement was made public just two days after the launch of BIG3’s eighth season in Chicago. Under the new partnership, the two organizations will work together on event planning, media rollout, and fan engagement initiatives designed to introduce BIG3’s unique game format to new markets in Asia.
Founded in 2017 by rapper and entrepreneur Ice Cube, BIG3 has carved out a niche with its fast-paced, entertainment-driven approach to basketball. The league features a mix of former NBA players, Hall of Fame coaches, and international 3-on-3 talent. Its expansion to Asia follows international events in cities such as London, Toronto, and Nassau.
“BIG3 was built to change how people experience basketball,” said Ice Cube, who serves as the league’s co-CEO. “Through this landmark partnership with EASL, we’re taking that mission to Asia and inviting millions more to be part of it.”
The East Asia Super League, launched in 2017, brings together top teams from major domestic leagues across the region. The organization has focused on elevating the level of competition and building cross-border rivalries throughout East Asia. The addition of BIG3 events marks a new phase in the league’s growth strategy.
“BIG3 brings a different level, a different style, and a different energy to basketball,” said EASL CEO Henry Kerins. “Taking it to Asia with EASL shows how far the game can go.”
Details on participating cities and event dates are expected in the coming months. According to both organizations, the 2026 rollout will offer not only basketball competition, but a broader cultural and entertainment experience designed to engage fans throughout the region.
The BIG3’s expansion into Asia comes on the heels of a similar partnership with Australia’s National Basketball League (NBL), set to debut in late 2025. The league continues to attract attention for its fan engagement and has reportedly matched or exceeded audience numbers seen in major U.S. leagues such as the NHL and MLS.
As the 3-on-3 format continues to grow globally, both the BIG3 and EASL appear poised to capitalize on shifting fan interests, blending sport with entertainment in new and unconventional ways.
RELATED: EASL, SBP Join Forces to Launch Youth Basketball Program in PH
