Changing the game: Ice Cube’s battle to buy regional sports networks
By Bryan 18X Crawford and Barrington Salmon, Contributing Writers, The Final Call | 5/15/2019, noon
More and more, Black athletes and entertainers are looking to expand beyond the field of expertise that gained them fame, notoriety and riches, and leverage these positions to help them make their same mark in the world of business. There are Black people who successfully transitioned from their respective art or sport, turning themselves into well-respected businesspeople and a positive example of what entrepreneur-ship looks like. The life of the late rapper and entrepreneur Nipsey Hussle personifies this point.
However, Ice Cube, Nipsey’s West Coast predecessor and elder—or “O.G.”—in the rap game and one of the founding fathers of the hip-hop genre known as “gangsta rap,” has been blazing big time business trails of his own for the past two decades.
Many are familiar with O’Shea “Ice Cube” Jackson, either from his days as a rapper in the group “N.W.A.,” or from his acting roles in popular movies such as “Boyz In The Hood,” and the “Friday,” “Barbershop,” and “Are We There Yet?” series of films. However, in 2017, Ice Cube decided to delve into previously uncharted business waters by getting involved in professional sports as one of the founders of the BIG3 professional 3-on-3 basketball league. The BIG3 features 12 teams coached by former NBA All-Stars and Hall of Famers, with rosters made up of players who have all competed professionally, either in the NBA or overseas. The BIG3 league has become one of the premier events for basketball fans during the summer, a time when there isn’t a lot of competitive professional basketball going on.
Now entering its third season, Ice Cube is looking to take the next step in not only raising the profile of his professional basketball brand, but his personal profile as a Black business mogul. In early April, with his FOX Sports contract having expired at the conclusion of the 2018 BIG3 campaign, the league inked a new deal to have games televised on the CBS network. However, armed with a high-profile group of investors with deep pockets of their own, Ice Cube has a much bigger vision. But reaching that goal won’t come without challenges, or a fight.
“The BIG3 is not part of the old boys club and that doesn’t sit well with a company like Charter, which has been called out many times for unfair treatment of minority organizations and for consistent disregard of its own customers,” Ice Cube said in a statement regarding his investor group’s bid to purchase 21 regional sports networks (RSN). The channels include networks in markets such as Atlanta, Dallas, Detroit, and Los Angeles.
Ice Cube and the BIG3, should they win the bid, would then have the foundation in place to build a brand new national network with original programming, sports, and other culturally relevant content.
In an April letter written by the BIG3 to the Federal Communications Commission and the Department of Justice, the company accused Charter Communications of interfering with the BIG3’s investment group—which includes Ice Cube, fellow hip-hop legends LL Cool J and Snoop Dogg, basketball Hall of Famers Magic Johnson, Julius “Dr. J” Erving and Clyde Drexler, tennis star Serena Williams, comedian Kevin Hart, and other prominent figures in sports and entertainment—bid to purchase 21 regional sports networks currently owned by Disney, which the company acquired in its recent merger with FOX. Disney has until June to sell the RSNs if they want to avoid antitrust issues in the future.