Monster Energy and BIG3 Are Coming in Hot for an Epic Summer

In the world of sports, teaming up with brands and leagues is key to making waves in such a massive industry, and 2024 marks the fourth year of the wildly successful partnership between Monster Energy and BIG3. This summer, Monster Energy, BIG3, and Ice Cube are all gearing up to deliver excitement with epic games, innovative activations, and special events. Together, they have brought audiences closer to the action, creating unforgettable moments for fans both in person and watching from home.

Since 2021, Monster Energy has been a major ally of BIG3 and its co-founder and CEO Ice Cube, playing a crucial part in fueling the BIG3 league and shaking up games with intensity and flavor. As the Official Energy Drink of the BIG3, Monster Energy will activate in all 10 arenas during the games kicking off on June 15. Additionally, they will be hosting the third annual Monster Energy BIG3 Celebrity Game on August 18, 2024, at TD Garden in Boston, MA.

"This partnership is a match made in heaven,” said Ice Cube. “It's been great from day one. Even Monster’s logo has the three claw marks! I don't know if any of our dreams about a sponsorship could have fit as great as this one.”

For those unfamiliar, BIG3 is the first-ever professional 3 vs 3 league created by musical giant Ice Cube and entertainment executive Jeff Kwatinetz in 2017. With former NBA players duking it out in a fast-paced half-court setting, this league ensures every point counts, whether it's a 4-point or 3-point shot. Trash talk is not just tolerated, it's encouraged, and there's no garbage minutes. Additionally, BIG3 is setting the bar high for diversity and inclusion, being the first Black-owned professional sports league, the first with a Black commissioner, and the first with female head coaches.

"It's amazing to have Monster back on board to help us bring the fire this summer," said Cube. "Over the past three years, Monster has become part of our league and our fans and players alike know the BIG3 is better when powered by Monster.”

The ongoing collaboration between Monster Energy and BIG3 promises to deliver an even more electrifying and immersive experience for fans throughout the season. Last year's partnership showcased Monster Energy talent like BMX riders, Monster Energy Girls, and a star-studded lineup of celebrities at the 2023 Monster Energy BIG3 Celebrity Game, which raised funds for underprivileged youth.

As the summer season ramps up and BIG3 continues to evolve, Monster Energy will be by their side every step of the way, backing the league, players, and fans. Keep a lookout for unique activations and announcements on the concourse!