BIG3 appointed Adam Harter president of business operations, effective immediately, to lead the basketball league’s commercial business and market expansion. He will report to co-founders Ice Cube, CEO, and Jeff Kwatinetz, chairman, and work alongside Sean Bannon, president of league operations. His responsibilities include partnerships, media and broadcast strategy, marketing, fan engagement and live events.
Harter spent more than 22 years at PepsiCo and also served as chief marketing officer of LIV Golf. The appointment comes as BIG3 prepares to become publicly traded through its pending business combination with Graf Global (Nasdaq: TONT), under an agreement dated June 12, 2026. BIG3 also plans to explore documentary programming, unscripted content and other entertainment formats beyond live competition. The league completed its ninth season in 2026.