Former Taco Bell CEO Mark King Joins BIG3 Basketball as Chairman of the Board

LOS ANGELES–(BUSINESS WIRE)–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 and follow @thebig3 on X and Instagram.


BIG3 ( 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.



Hannah Palacios

BIG3 Basketball

Written by SerieAUKWire

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