What started as a single highlight post has spiraled into a full-blown scandal, as Ice Cube’s league fires its most recognizable media voice for celebrating Caitlin Clark’s historic return—and learns the hard way what happens when you mess with basketball’s biggest star.

The BIG3 just made what may go down as one of the most baffling—and costly—decisions in recent sports media history.

Rachel DeMita, the former 2KTV host and rising media personality, was fired from her role as courtside reporter for the BIG3 after tweeting a single highlight of Caitlin Clark’s electric return from injury. Her “crime”? Posting during the BIG3 broadcast and celebrating another league’s moment.

What followed was swift: a flood of outrage, national headlines, and a league now scrambling to recover from its own self-inflicted wound.

The Tweet That Sparked It All

On the same night that DeMita was working a BIG3 broadcast, Caitlin Clark dropped 32 points, 9 assists, and 8 rebounds in a statement win over the defending WNBA champion New York Liberty. It was her return game after a quad injury—and one of the most watched WNBA games of the season.

DeMita, like millions of fans and media members, posted a short clip of Clark’s logo three-pointer with a caption that read:
“For those who questioned the hype.”

That was it. No criticism of the BIG3. No comparison. No snide remarks.

Yet according to the termination email DeMita received—at 11 p.m. on a Tuesday night—that was enough to cost her the job. The league claimed her post showed a “severe lapse in judgment” and expressed disappointment that she would promote a “competing league” during their own programming.

But here’s where things really unravel.

A League That Asked for Social Media Buzz — Then Punished It

Rachel DeMita wasn’t just any employee. She was the face of the BIG3’s digital outreach. Hired specifically for her massive online following (over a million across platforms) and her ability to connect with a younger audience, she brought credibility and charisma to a league trying to build relevance.

And yet, the very authenticity and basketball love she was hired for became the excuse for her firing.

She wasn’t under contract. Her agent was still negotiating terms. She was working in good faith—exactly the kind of hustle the gig economy rewards. And for that, she got blindsided with a late-night termination over what most fans saw as nothing more than a natural reaction to a historic basketball moment.

Ice Cube’s League Misses the Bigger Picture

The irony couldn’t be thicker.

Just last year, the BIG3 made headlines by offering Caitlin Clark a $10 million contract, team ownership, and a media deal to play in their league. Clark declined—choosing the WNBA and Olympic path—but the offer was widely seen as a marketing stunt. And now, it seems, the league is still holding a grudge.

Firing DeMita for even mentioning Clark? That’s not business. That’s bitterness.

Social Media Goes Nuclear

Basketball fans didn’t stay silent. The backlash was instant and widespread:

“You fired her for posting about Caitlin Clark? Are you kidding me?”

“This is why the BIG3 will never be taken seriously.”

“Stephen A. Smith plays games on air and keeps his job. Rachel tweets and gets fired?”

Others highlighted the absurdity of the decision from a PR standpoint. Why punish someone for generating buzz—especially about basketball, during basketball coverage?

The answer, it seems, lies in insecurity. The BIG3 saw Clark not as a rising tide for the sport, but as a competitor. And in trying to control the narrative, they’ve lost control of their own.

Rachel DeMita’s Classy Response

In a video viewed millions of times, DeMita calmly explained what happened—owning her actions, expressing disappointment, but showing remarkable restraint.

“There was no conversation, no warning. Just an email at 11 p.m. I really wish we could’ve talked about it.”

She didn’t burn bridges. She didn’t attack the league. She simply told the truth. And by doing so, she made the BIG3 look even worse.

The Damage Is Done

The BIG3 wanted to position itself as a forward-thinking league. Instead, it now faces questions about professionalism, maturity, and basic judgment. The firing of Rachel DeMita didn’t just cost them a talented media voice. It exposed an organization more focused on control than community.

And by targeting Caitlin Clark—indirectly or not—they’ve alienated the most passionate fan base in basketball.

This wasn’t just a mistake. It was a message. And it’s one the basketball world won’t forget.

Final takeaway: You don’t fire someone for celebrating greatness—especially when that greatness is the reason millions are watching your sport in the first place.