Big3 Names Adam Harter Business Operations President
The veteran sports executive, formerly CMO of LIV Golf, will lead the league's commercial business.
Updated on Nov. 12, 2026 in People
Big3 Basketball has appointed Adam Harter as President of Business Operations, effective immediately. The veteran sports executive reports directly to co-founder and CEO Ice Cube and co-founder and Chairman Jeff Kwatinetz.
Why it matters
The appointment is the league's most significant executive hire to date and reflects its push beyond live competition into original content and new entertainment formats. The Big3 is also preparing to become a publicly traded company, making commercial leadership a central priority.
No specific financial or operational metrics were disclosed with the appointment announcement. Details on revenue targets and deal values for the league's commercial expansion remain unpublished.
The players
Big3 Basketball
Big3 Basketball is a professional 3-on-3 basketball league co-founded by rapper and actor Ice Cube, featuring former NBA players.
Adam Harter
Adam Harter is a veteran sports executive and multiple-time SBJ Most Influential honoree who previously served as CMO of LIV Golf.
Ice Cube
Ice Cube is a rapper, actor, and producer who co-founded the Big3 and serves as its CEO.
The details
Harter will oversee global partnerships, media and broadcast strategy, marketing, fan engagement, live events, and expansion into new markets. He works alongside President of League Operations Sean Bannon, and his background includes more than two decades leading sports and entertainment marketing at PepsiCo.
Timeline
November 12, 2026: Adam Harter is appointed President of Business Operations, effective immediately.
Industry Dynamics
Harter's move from LIV Golf's marketing leadership to the Big3 reflects a broader pattern of sports leagues recruiting commercial executives to build media and entertainment revenue beyond live competition. Leagues are increasingly positioning original content as a core business line alongside traditional ticket and broadcast income.
For fans and sponsors, Harter's leadership of the league's commercial business is likely to shape future partnerships, broadcast deals, and live event offerings. Changes in these areas would affect how and where Big3 games are watched and attended.
The takeaway
Executive hires like this one signal where a sports league plans to find its next revenue. For the Big3, that means betting on commercial partnerships and original entertainment as it moves toward a public listing.
Further reading
For more on executive moves across the sports industry, explore People coverage on Wisevoter.
Source note: This article includes information reported by Sportsbusinessjournal.
