Beverage

Monster Energy powers up with BIG3 for fifth season

June 13, 2025

For convenience services operators, the partnership between BIG3 and Monster Energy reinforces its positioning in the entertainment and sports culture, driving consumer demand that can be served with your product mix.

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Monster Energy is back with the BIG3, returning as the presenting sponsor for the professional three-on-three basketball league’s eighth season, tipping off June 14 in Chicago. The energy drink brand will be in the action, both courtside and in the hands of fans.

As the official energy drink of the BIG3, Monster will host sampling programs, BMX stunt shows, breakdancing performances and fan-favorite meet-and-greet opportunities with BIG3 stars. The BIG3 draws a live and television audience comprising Gen Z-age attendees and viewers as well as nostalgic Millennial basketball fans, among other demographics.

What they are saying

“BIG3 just fits into the Monster DNA,” said Dan McHugh, Monster Energy’s global CMO. “We are stoked to be back for our fifth year. As long as Big3 keeps serving up the frenetic action, keeps pioneering this sport, and keeps bringing the fire, we’ll keep coming back.”

BIG3 was created by Ice Cube and entertainment executive Jeff Kwatinetz in 2017 as a player-centric league. Any given BIG3 team features Hall of Famers, icons, trailblazers, and the next best three-on-three player. For convenience services operators, the partnership between BIG3 and Monster Energy reinforces its positioning in the entertainment and sports culture, driving consumer demand that can be served with your product mix.