Basketball in the UK is a severely undervalued sport, and the ongoing developments present an exciting yet urgent opportunity for brands to rethink their approach to this high-growth, culturally rich sport. For decades, the sport has consistently been at the periphery of British sport marketing, seen as niche, despite its rapid growth, its powerful urban appeal, and its potent mix of sport, culture, and lifestyle.

However, this perception is outdated.

Basketball is a sport that thrives in both grassroots settings and elite competition, and it's poised to explode not just in participation but as a powerful vehicle for commercial returns. It's a chance to leverage new, untapped potential for brands willing to make bold investments. Recent developments—such as the Mayor of London’s Taskforce on Basketball and the growing involvement of platforms like DAZN securing broadcast rights—are only the beginning of what could be a transformative period for UK basketball. Yet, the conversation around the sport still misses the mark, both in terms of its commercial value and its capacity to drive positive socio-economic outcomes.

"…in the context of fiscal constraint in the public sector, and CSR strategies, there is no more efficient sporting vehicle than basketball to improve outcomes for individuals and communities, if resources are deployed wisely… ”
- UK Gov. House of Commons Debate, Feb 20th 201

A Market with Untapped Potential

Basketball is a sleeping giant in the UK, particularly in urban centres where it has become a way of life for many young athletes. For brands, this represents a significant opportunity. The sport's unique blend of culture and competition blurs the lines between performance and lifestyle, providing an avenue for 24/7 brand engagement—something other sports simply cannot offer.

Participation rates are already high, especially among younger audiences. Basketball is the UK’s second-most popular team sport and the number two sport for under-16s, with nearly half of the participants identifying as female. It is also the sport with the highest proportion of players from BAME backgrounds and low socio-economic communities—further proof that basketball’s appeal transcends social barriers.

But despite these metrics, the sport remains underfunded and overlooked by brands. The public sector’s fiscal constraints have forced many sports, including basketball, to fight for funding and sponsorship dollars. Yet, as highlighted in the House of Commons debate in 2018, few sports are as efficient as basketball at improving socio-economic outcomes. This is especially true when resources are allocated wisely, something brands, federations, and governing bodies must now address with urgency.

The Mayor of London’s Basketball Taskforce highlights this urgency, emphasizing the importance of growing the sport at the grassroots level while providing pathways for elite competition. But it’s not just about participation—it’s about creating a commercially viable ecosystem where brands and athletes thrive.

The Commercial Case for Investment

The Super League Basketball Clubs' restructuring and renewed financial models present a more stable foundation for long-term investment. As detailed in SportsPro Media's recent report, the BBL’s renewed focus on financial sustainability and competitive performance is an indicator of a league that is modernizing itself for future growth. The addition of broadcast deals like DAZN’s coverage of the Super League brings a level of visibility that has previously been lacking in UK basketball. With a platform like DAZN, basketball now has an opportunity to showcase its unique blend of entertainment, culture, and sport to a much wider audience.

For brands, this is the kind of visibility that can translate into meaningful commercial returns. Companies that align themselves with basketball now can tap into a growing audience that is young, diverse, and engaged across both social media and live events. The cross-section between basketball and youth culture is particularly strong—young fans are not just spectators but advocates for the brands and athletes they support.

Take a look at the recent impact of brands like Nike and Adidas in global basketball markets—both have successfully navigated the intersection of culture and sport to create iconic, lasting campaigns. In the UK, however, we’ve yet to see a brand fully commit to the sport in a similar way. The opportunity to create powerful narratives around basketball players, teams, and communities is vast, and the time is now for brands to step in and own that space.

The rise of female basketball is another significant opportunity. The sport’s high female participation rate is unique compared to other team sports in the UK, and with movements like the Women's Super League growing in other sports, brands should be looking at basketball as the next major growth area. Female athletes in basketball have long been underrepresented in commercial deals, yet they offer an untapped avenue for brands looking to engage with both male and female audiences.

The Problem of Athlete Recognition

Despite the obvious potential, one of the most significant barriers to the sport’s growth is the lack of household names. There are no LeBrons, no Currys, no icons that can transcend sport and enter mainstream culture in the UK. This is not due to a lack of talent—UK basketball has plenty of potential stars—but rather a lack of investment in building their personal brands. For brands, this presents an exciting challenge: they can help shape the careers of emerging athletes in the same way that NBA stars have become global icons.

Take the case of the NBA’s global reach. Through sponsorships, brand endorsements, and carefully cultivated public personas, players like LeBron James and Steph Curry have transcended the sport, becoming cultural icons in their own right. Brands in the UK have an opportunity to replicate this success by investing time and resources into nurturing British basketball athletes.

This is where the urgency becomes clear: athletes need more than just financial support—they need resources to help them build their brands, to become personalities that can attract endorsements and partnerships. Agents and marketers have to work in sync to ensure that these athletes are not just recognized for their on-court performances but for what they represent off the court—whether it’s community leadership, social justice, or cultural influence.

The problem of athlete recognition in UK basketball stems from a lack of investment in personal branding. Clubs and athletes must take this into their own hands by building strong, marketable personal brands. While clubs can provide platforms and resources, it’s ultimately the athletes who need to take ownership of their image and narrative. This involves actively telling their stories, engaging with fans, and creating a presence beyond the court.

Athletes need to recognise that growing their personal brand requires the same level of dedication they put into their sport. This means consistently leveraging social media to connect with fans, share insights, and attract sponsorships. Social media isn’t just an option—it’s essential for standing out in today’s crowded sports market. By investing time in curating authentic content, athletes can build loyal followings and increase their visibility.

For athletes looking to start, check out my blog on Athlete Branding: Starting with the Fundamentals for foundational steps to build a strong brand. And, don't miss the article on The Power of Social Media in Sports Marketing to learn why digital presence is crucial for maximising opportunities. By taking control of their own platforms, athletes can become household names and unlock career-changing opportunities.

Rights Holders Need to Step Up

Another significant barrier is the lack of compelling narratives within the game itself. Unlike football or rugby, basketball in the UK lacks the rivalries and subplots that draw audiences in. The importance of brand narrative cannot be overstated. Look at football clubs like Manchester United or Arsenal—their stories, rivalries, and historical significance create a constant buzz, keeping fans engaged even during off-seasons. The BBL and other UK basketball bodies need to invest in creating these stories.

Rivalries need to be built, and not just between teams but between athletes, cities, and regions. Brands love drama because drama fuels engagement. The key is to create narratives that people care about, making games matter beyond just the scoreline. Competitive jeopardy is a massive part of why football has such enduring appeal—it’s not just the sport, but the stories around it. Basketball needs to create those same hooks.

It’s not just about marketing—it’s about building a sustainable sport that fans care deeply about. The BBL and Basketball England need to embrace this challenge, working closely with brands and athletes to create an ecosystem where stories can flourish. The Mayor of London’s Taskforce and the renewed interest from DAZN are positive steps, but they must be accompanied by a concerted effort from all stakeholders.

Rights holders often miss the mark in creating compelling narratives that engage fans and attract sponsors. Bringing in external expert support can bridge this gap, offering fresh perspectives and brand-building expertise. With the right consultancy, rights holders can craft dynamic stories around rivalries, players, and community impact, making every game more meaningful.

For insights on why external support is crucial, check out my blog on Why Sports Rights Holders Need Brand Consultancy. It’s all about unlocking the magic needed to drive real engagement and commercial success.

“Why play team sports if you’re not about making your team mates better and helping them win games?”
- Larry Brown

Games That Matter

Finally, for basketball to truly thrive in the UK, the games themselves need to matter more. This might seem obvious, but it’s the key to driving both fan engagement and commercial success. Whether it’s through more compelling league structures, high-stakes cup competitions, or regional tournaments, UK basketball needs a format that encourages drama and stakes.

The Super League restructuring is a positive step in this direction, but there’s more that can be done. Competitive jeopardy—whether it’s promotion/relegation, playoff systems, or knockout tournaments—fuels fan passion and creates moments that people talk about. For brands, these are golden opportunities to get involved in key moments when fan interest peaks.

The opportunity for brands in UK basketball is enormous, but the window is shrinking. The sport has all the right ingredients: a young, diverse, and engaged audience, a rich cultural intersection, and the potential for athletes to become major influencers. But for this to happen, three key steps need to be taken. First, stakeholders need to invest time and resources to help athletes become household names. Second, rights holders need to nurture their brand narratives, creating rivalries and subplots that make the games exciting. Third, the competition itself needs to be fuelled by drama and competitive jeopardy, making every game matter.

The time is now for brands, investors, and governing bodies to stop underestimating UK basketball and start investing in its future. It’s not just about growing a sport—it’s about changing lives, transforming communities, and building a sustainable, commercially viable ecosystem that everyone can benefit from.

“Sport isn’t just running around and getting sweaty: it breaks down barriers, and motivates people to do so many other things”
- Siobhan Prior, retired England Basketball Player

As someone who’s played, coached, and been a lifelong fan, I’m deeply committed to seeing UK basketball reach the heights we all know it’s capable of.

If you’re a stakeholder in the game and believe in its potential like I do, let’s connect and start making the impact that basketball deserves

Just get in contact here. and together, we can take it to the next level.