LOS ANGELES, California — Hip-hop artist and entrepreneur Ice Cube announced that his Big3 lesgue has agreed to a joint venture deal with social media app Triller. Specific terms of the agreement were not made available, but Big3 and Triller will share advertising revenue earned from events. The companies will also share arena signage and will cross-promote their brands.
According to CNBC, Triller who makes money via e-commerce, branded content integration, streaming pay-per-view events and other digital content monetization — raised $250 million at a $1.5 billion valuation.
Triller used the funds to expand, purchasing Fite TV, a combat sports streaming service, and a tech company called Amplify.ai. It appointed that company’s CEO, Mahi de Silva, as the new CEO of TrillerNet, the parent company that operates Triller. He replaced former Triller CEO Mike Lu.
Triller also purchased Verzuz, a music-based content platform that gained popularity on Instagram. Triller outbid Apple to acquire Verzuz. And the company also agreed to a licensing deal with Universal Music Group to leverage the company’s catalog.
By entering a partnership with Big3, Triller hopes to grow its brand awareness and streaming opportunities with a unique sports audience that supports the league. Triller could also see its signage displayed on ViacomCBS’ network and its Paramount+ streaming service, since Big3 also has a media rights deal with ViacomCBS.
Triller’s agreement calls for all Big3 games to feature its signage courtside, which is in view of Big3 broadcasts.
The Big3 will start its 10-week season July 10 in Las Vegas.