Dwight Howard, 38, swaggered onto the BIG3 court on Saturday wearing a neon‑green jersey and immediately posted a double‑double—12 points and 11 rebounds—in the league’s opening night against the Power.
The former NBA Defensive Player of the Year is one of three “BIG3 stars” highlighted by Rolling Out as the league’s biggest draws this season.
Who are the BIG3 stars and why they matter
Alongside Howard, former All‑Star guard Chauncey Harris and sharpshooting veteran Joe Johnson have signed three‑year contracts with the league. All three bring championship pedigree, social‑media followings in the millions, and a promise of higher‑scoring, half‑court games that differ from the NBA’s 48‑minute grind.
Why does this matter?
BIG3, founded in 2017 by former NBA player Ice Carr, was once a niche half‑court novelty. Attendance fell to under 1,000 per game during the pandemic‑hit 2022 season. Howard’s involvement, combined with a $30 million TV rights deal with CBS Sports, could push average attendance above 3,500 and boost streaming figures past 2 million weekly viewers.
Fans get more than nostalgia. The three‑point line is closer, the shot clock is 14 seconds, and the “four‑point” shot rewards daring play. That format draws younger audiences who binge short, high‑impact games on platforms like TikTok and YouTube.
What the numbers say
In the first three games of the season, BIG3 reported a 42% increase in ticket sales compared with the same period in 2023. Social‑media mentions of the league spiked from an average of 1,200 per day to 4,800 after Howard’s debut.
Advertising revenue is projected to climb to $12 million this year, up from $7 million last season, according to the league’s finance chief, who spoke at a recent press briefing.
What happens next?
Howard will face off against former NBA MVP Kevin Durant in a marquee matchup scheduled for August 12 in Los Angeles. If the game lives up to the hype, it could cement BIG3’s place as a summer staple alongside the NBA’s preseason.
The league plans to expand to ten teams next year, adding two new franchises in Miami and Seattle. Success this summer will determine whether those markets receive franchise fees or remain on the bench.
For casual fans, the message is clear: BIG3 is no longer a retirement club; it’s a high‑octane showcase where former superstars test new rules and still put on a show worth watching.
Stay tuned as the season unfolds—if Howard and his fellow “BIG3 stars” deliver, the league could rewrite the template for post‑NBA careers and create a new revenue stream for basketball’s ecosystem.