BIG3 lands BET partnership, expands national TV reach

The two-hour BET telecasts will air Tuesdays from 8-10 p.m. ET/PT beginning June 22 and will feature regular-season games, playoff action, the championship, celebrity contests and All-Star programming.

“BET is a natural partner for BIG3 because they understand the intersection of sports, entertainment and culture better than anyone,” Ice Cube said in a statement. “Our fans want more ways to engage with the league beyond live games, and this partnership gives them exactly that.”

The move gives the BIG3 something it hasn’t enjoyed since its early years — a dedicated weekday primetime television window.

Founded in 2017, the BIG3 has steadily expanded its media presence. The league began with tape-delayed broadcasts on FS1 before eventually landing a deal with CBS, which remains the foundation of its television strategy. CBS renewed its partnership with the league ahead of the 2024 season, while Vice TV also joined as a secondary broadcast partner last year.

The league’s ninth season tips off June 20 at Intuit Dome in Los Angeles before traveling to host cities across the country throughout the summer.