League
Former Taco Bell CEO Mark King Joins BIG3 Basketball as Chairman of the Board
By BIG3 February 8, 2024
LOS ANGELES, FEB 07 – The BIG3, the global 3-on-3 basketball league founded by Ice Cube and
Jeff Kwatinetz, today announced that Mark King, a veteran executive in the sports and apparel
industry, will join the BIG3 as the Chairman of the Board. This strategic leadership addition
comes as the league prepares for its seventh season tipping off on Saturday, June 15 on CBS.
“Mark’s true passion for sports, aptitude for success, and belief in the BIG3 as a premier global
league makes him an exciting addition to our team,” said Ice Cube, BIG3 CEO and co-founder.
“Mark understands what this league is all about and believes in what we are building. Through
our conversations, it’s clear that Mark is an exceptional person as well as an executive superstar,
and his wanting to become our chairman lets the world know that the BIG3 is headed in the
right direction.”
Known for his dynamic leadership at TaylorMade, Adidas, and Taco Bell, King’s strategic vision
and exceptional people skills have established him as one of the foremost CEOs in sports. After
beginning his career as a territory sales representative at TaylorMade, King rose to president,
then CEO, where he led the brand through triple-digit growth. As president of adidas North
America, King was responsible for doubling the brand’s market share in under three years. He
was appointed as Taco Bell CEO in 2019, skillfully navigating the brand through the challenges of
the pandemic, and will be departing the company after steering it through a transformative era.
“I’m thrilled to be taking on a leadership role with a league that has always embraced creativity
and innovation,” said Mark King. “The BIG3 is doing something unique in sports – building a
fully integrated culture and entertainment experience. Ice Cube and Jeff Kwatinetz have not
only laid the groundwork for a global infrastructure for professional 3-on-3 but have created a
league that has seven years of staying power while doing what is best for the players and the
fans. I’m excited to get to work making this the best season yet.”
This announcement follows several key off-season events. Last month, Ice Cube was honored at
the Naismith Basketball Hall of Fame in Springfield, where he received the inaugural Ice Cube
Impact Award, acknowledging individuals making substantial contributions to their community
through basketball. In December, the BIG3 launched the first-ever BIG3 Street Tour in Los
Angeles, collaborating with longtime partner Monster Energy, Doni Nahmias, and Shoe Surgeon.
To learn more about the BIG3 and upcoming BIG3 Street Tour events, go to BIG3.com and follow
@thebig3 on twitter and instagram.
ABOUT BIG3:
BIG3 (BIG3.com) is where FIREBALL3 superstars play. The premier global BIG3 league features
many of the greatest, most popular, and skilled professional athletes of all time. Founded by
producer, actor, and music legend Ice Cube and entertainment executive Jeff Kwatinetz, the
BIG3 combines highly competitive, physical, fast game experiences and incredible fan
experiences.
MEDIA CONTACT:
Hannah Palacios
BIG3 Basketball
Hannah@big3.com
207-449-5050
