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BRIEFING PACK
BASKETBALL
C
caytoo
CONTENTS: BASKETBALL BRIEFING PACK
EXECUTIVE SUMMARY 3
WHAT IS BASKETBALL? 6
FACTS AND FIGURES 8
FINANCIALS 10
PARTICIPATION 12
ATTENDANCE 15
MEDIA COVERAGE 17
COMMERICAL PARTNERS 19
RESEARCH AND INSIGHT 23
CLUBS 26
ATHLETES, REFEREES, COACHES 29
GOVERNING BODIES 35
COMPETITIONS 38
NEWS STORIES 41
3 EXECUTIVE SUMMARY
EXECUTIVE SUMMARY 4 Why basketball could be a slam dunk for brands In the 1980s, US basketball stars such as Michael Jordan, Magic Johnson and Larry Bird were near household names in the UK. Today, at a stretch, there might be one - LeBron James. Even Steph Curry, the best some say, is unlikely to be known beyond sporting circles. Therein lies the the issue with basketball, a great platform or opportunity which has never quite been capitalised on in Britain. Yes, the annual US NBA regular season game held in January at the O2 has sold out for the last eight years. But this is a one- off event - and we don’t see the likes of this year’s sponsors Nike and Múller doing much else in basketball here. However, the opportunity for brands to make an impact is huge - participation is high, funding is relatively low compared to its size and the administration of the sport is in disarray. Recently, seven directors from British Basketball resigned over a funding row with the home nations boards - Basketball’s England, Scotland and Wales. About 300,000 people aged 16 or over play basketball at least twice a month, with 25% being female, making it the sixteenth most popular sport, overall, but the third most popular team sport (behind football and cricket), according to Sport England’s annual Active Lives survey. Over half of basketball’s regular weekly participants are from black or multi-ethnic backgrounds. However, these figures exclude the growing role of basketball in schools. Basketball England created two initiatives to drive uptake among children: a partnership with the NBA - the Jr. NBA League - for 11-12 year olds, and The Dynamik National Schools Competition for 11-18s (Dynamik is an indoor sports flooring and walling firm) involving 7,000 children and young people each season. Perform Media Group — holders of the media rights to the top men’s league — estimate one in five UK people are interested in basketball. Despite basketball’s popularity, it receives no funding from UK Sport (outside of wheelchair basketball) due to their hotly debated ‘no medal chances, no funding’ approach - the GB men’s team is ranked 40th in the world, the women 21st. In May, the funding issue was eased slightly with a £500,000 injection to allow them to compete in the World Cup qualifiers but it was just a sticking plaster. However, Sport England is putting in over £4.7m over four years to Basketball England to help
EXECUTIVE SUMMARY 5 increase participation. Furthermore, no English team has competed in the European competitions in over a decade which confirms that basketball’s opportunity is firmly on the domestic stage. The top domestic league in both the men’s (BBL) and women’s (WBBL) contains around a dozen teams and is broadcast live on the BBC Sport website, app and Connected TV, topped up by a broadcasting deal with social site UniLad which has 39m followers worldwide. Alex Sobel MP, co-chair of basketball’s parliamentary group said “10 times as many people watch the BBL on the Unilad Facebook page than on the BBC.” The average attendance for BBL matches is around 1,000, with about 400,000 ticket sales per season. The Leicester Riders are the utterly dominant BBL side of recent years whilst the Sevenoaks Suns are the current WBBL champs. The best player (or MVP) in this season’s BBL was Justin Robinson of the London Lions, while Sevenoaks’ Cat Carr took the female honours. The corporate social responsibility (CSR) avenue that basketball’s funding issue provides also extends into its popularity among those from deprived communities, who account for nearly one in five participants. Indeed, this was an issue MP David Lammy raised into why it suffers in official funding compared to middle-class sports. The opportunity is highlighted by a parliamentary report, which cited the “extraordinary impact” basketball has in deprived communities. This was a catalyst for a £1.2m emergency funding grant from Sport England in 2014 to GB’s male and female teams. Alongside basketball’s popularity and CSR opportunities, the timing to get involved is good. Last August, the BBL signed a “landmark” ten-year deal with British Basketball. This will enable the long-term development of the professional men’s game through an improved infrastructure, as well as initiatives such as a brand new “All-Stars” tournament, in partnership with Sky Sports. In addition, British Basketball has re- branded with a “powerful new look” to appeal to a streetwise and diverse audience. Any investment from a brand has the potential to go a long way, offering a relatively high ROI compared to other sports, particularly with financial incentives so low - in a 2013 interview with The Independent, British basketball legend John Amaechi said the average annual salary was around £7,000. It seems like basketball is on the cusp of something bigger and, alongside all these benefits, there’s the opportunity to play a very visible role in helping take a very popular grassroots sport to the next level. As Sobel said at the recent parliamentary enquiry, “as a matter of urgency, we need to move things on so that we can save UK basketball, which is a unique sport in this country.” For a further summary check out these Stats & Facts from British Basketball.
6 WHAT IS BASKETBALL?
WHAT IS BASKETBALL? 7 Description Basketball is a limited-contact sport played on a rectangular court. While most often played as a team sport with five players on each side, three-on-three, two-on-two, and one-on-one competitions are also common. The objective is to shoot a basketball (approximately 9.4 inches (24 cm) in diameter) through a hoop 18 inches (46 cm) in diameter and 10 feet (3.048 m) high that is mounted to a backboard at each end of the court. A team can score a field goal by shooting the ball through the basket being defended by the opposition team during regular play. A field goal scores three points for the shooting team if the player shoots from behind the three-point line, and two points if shot from in front of the line. A team can also score via free throws, which are worth one point, after the other team is assessed with certain fouls. The team with the most points at the end of the game wins, but additional time (overtime) is mandated when the score is tied at the end of regulation. The ball can be advanced on the court by passing it to a teammate, or by bouncing it while walking or running (dribbling). It is a violation to lift, or drag, one’s pivot foot without dribbling the ball, to carry it, or to hold the ball with both hands then resume dribbling. The International Basketball Federation (FIBA) is the game’s governing body, defining the international rules and administering the game. It has 213 national federation members, organised into five zones or “commissions”: Africa, Americas, Asia, Europe and Oceania. For official rules click here Players • 5-on-5 , • 3x3 (urban format, will feature at Tokyo 2020 Olympic Games) Formats • Indoor (professional) • outdoor (recreational) • Men • Women • Wheelchair Basketball describes itself as young, fast, modern and exciting - a game played from major arenas to street corners and parks. It lays claim to being the world’s second most popular team sport, behind football.
8 FACTS & FIGURES
FACTS AND FIGURES 9
Global
• 450 million estimated basketball players worldwide
• 300 million being in China
• The USA, Spain and France are the best countries in both the men’s
and women’s game
• GB men’s team is 40th in the world, the women 21st
Olympic Games
• Most watched team sport
• 3x3 format - world’s largest urban team sport - makes debut at Tokyo 2020
• Wheelchair basketball most popular Paralympic team sport
• GB men’s wheelchair team won bronze at Rio 2016
World Cup
• Spain 2014 attracted nearly 672,500 spectators or 9,000 per game
• Broadcast in 179 countries
• China hosts in 2019: 32 teams competing but GB have failed to qualify
Unfortunately British basketball has limited impact and presence on the
international stage, however, the men’s wheelchair team are always a strong
Olympic medal prospect, partly due to the huge grant from UK Sport.10 FINANCIALS
FINANCIALS 11 International • $7.4 billion - NBA 2017/18 revenue • ¤630 million - 10-year Euroleague Basketball commercial deal with IMG GB • £7,000 - Annual men’s professional salary • £4.73m - Sport England “Core Market” funding to Basketball England 2017 to 2021 • £0 - UK Sport annual funding • £7.2 million UK Sport funding for wheelchair basketball • £500,000 Emergency UK sport funding for British Basketball • £1 million a year to support 100 athletes for British Basketball Money pours into the world’s best and most glamorous league, the NBA, while the leading European clubs are benefiting from a long-term investment deal with IMG. However, the British game is almost entirely dependent on state funding so brand investment could have a much larger impact than in other sports.
12 PARTICIPATION
PARTICIPATION 13 UK • 300,000 people aged 16 or over play basketball at least twice a month (25% female) • Weekly participation is up 25% • 58% of basketball adult players are from ethnic minority backgrounds, the most for any major sport • From 11-15 years of age, 40% of basketball players are female, almost double the number for football. • For kids between the ages of 11 and 15, basketball is the second largest team sport in the country after football. • 1 in 4 teenagers have played basketball at least once a month in the last year • The Dynamik National Schools Competition for 11-18s involves 7,000 children and young people each season. Basketball is the third most popular team sport (behind football and cricket) in terms of participation and has the highest concentration of players from ethnic minorities. It also has a high propensity to reach females and an increasing opportunity to target children - the Junior NBA Basketball England League will expand from 4 to 16 leagues by 2021, involving nearly 500 schools in the bid to produce basketball’s next British star.
PARTICIPATION 14
The global picture
• Estimated 450m basketball players worldwide
• 213 participating countries
Countries with high participation levels:
Argentina Germany Serbia
Australia Israel South Korea
Canada Italy Spain
China Lithuania Turkey
Croatia Phillipines United Kingdom
France Russia USA15 ATTENDANCE
ATTENDANCE 16
BBL/WBBL
• 400,000 ticket buyers last season
• 15,000 at O2 - 2017 playoff final
• 9,000 - BBL Cup
• 6,000 - BBL Trophy
Euroleague
• Average attendance 8,864
• Total: 2.25m
2014 FIBA World Cup in Spain
• 672,475 spectators over 16 days
2016 Rio Olympics
• 85% of wheelchair basketball tickets were sold in 9 days
(355K out of a possible 417K)
Don’t be fooled by the numbers and think attendance is low compared to other
sports - basketball is played on a court 16 times smaller than a football pitch so
the stadiums surrounding them are much smaller.17 MEDIA COVERAGE
MEDIA COVERAGE 18
BBL
• 27 games / 54 hours streamed live worldwide on BBC
• 15 live games on FreeSports
• Every 2018-19 BBL game available live in HD worldwide on LiveBasketball.TV -
242 games / 484 hours
• UNILAD’s Facebook account shows 1 live game per week as well as highlights
(over 39m followers worldwide)
• 1.3m BBL & WBBL unique website visits 2016-17
WBBL
• 11 games / 22 hours live on BBC Red Button and BBC Sport website
includingTrophy and Cup Finals
BBL/WBBL on Social
• 39K Facebook followers
• 28K Twitter followers
• 6K Instagram followers
• 1.3 million unique UK visitors to website
British Wheelchair Basketball
• 2018 National Championships streamed live by the BBC including the
sport’s Premier Division Final, Lord’s Taverners Junior League Final
and Women’s League.
Whilst viewing in the UK isn’t anywhere near the levels in continental Europe,
British Basketball’s deal with the BBC online should see audiences rise,
particularly among the digitally savvy generation who tend to consume a higher
concentration of content online versus TV compared to the average viewer.19 COMMERCIAL PARTNERS
COMMERCIAL PARTNERS 20
BBL/WBBL Partners
BBL PARTNERS
INFOGRAPHIC COMMERCIAL PARTNERS 01
Media and Data Partner Official Broadcast Partner Official Broadcast Partner Official Broadcast Partner
Official Broadcast Partner Official Apparel Partner Official TV Production Partner Live Game Stats Partner
Official Ball Partner Official All-Star Game Partner Official Betting Partner Official Ticketing Partner
Official Flooring Partner Official Basketball Products Partner Video Scouting Partner
INFOGRAPHIC COMMERCIAL PARTNERS 02
SOURCE: WBBL, BBL.
Basketball team’s domestic partners are dominated by broadcast and supplier
firms so there’s a huge opportunity for a brand outside these remits to make a
big statement through basketball.COMMERCIAL PARTNERS 21
BBL/WBBL Team Sponsors
BBL TEAM SPONSORS
Men Women
Leicester Riders London Lions Leicester Riders Sheffield Hatters
Newcastle Eagles Glasgow Rocks Team Northumbria Caledonia Pride
Surrey Scorchers Bristol Flyers Cardiff Met Archers Oakland Wolves
Worcester Wolves DBL Sharks Sheffield Durham Palatinates Essex Rebels
Cheshire Phoenix Plymouth Raiders
Manchester Giants
SOURCE: WBBL, BBL.
Education establishments make up a relatively high percentage of BBL team’s
sponsors, along with local firms, which highlights the attractiveness of basketball
in targeting local communities.COMMERCIAL PARTNERS 22
FIBA
• Beijing Enterprises Group (Food, drink, retail, tourism conglomerate), Tencent
(Internet & Entertainment services), Wanda Group (commercial management,
culture, real estate and finance conglomerate)
NBA
• Kia, American Express, Gatorade, autotrader.com
EuroLeague
• Turkish Airlines, Adidas, BetFair, sportingbet, intersport, Armani Exchange,
Viagogo, Head & Shoulders
British Basketball
• Kappa, Molten, Fit4Sport, IPRO, OPRO
Basketball England
• Wilson, Dynamik,SportServe, Fit4Sport
The power of basketball’s profile is shown by the calibre of sponsors on the
global, US and European scenes. Clearly, there’s a huge opportunity to step into
the breach in the UK where sponsorship is dominated by supplier-related brands.23 RESEARCH & INSIGHT
RESEARCH AND INSIGHT 24 Basketball’s Strategic Priorities “To improve basketball from grassroots to GB teams, by adopting a whole support approach and working closely with the basketball communities.” Transforming Basketball in Britain • Drive increased awareness and profile of the sport • Increase opportunities to play the game at every level • Support talented player, officials and coach development pathways • Build high-quality men’s and women’s leagues and clubs • Develop successful GB teams Tactics that relate to brands: • Relaunch the BBL in Britain • Showcase basketball via widely-available engaging content and broadcasts which create an ‘appointment to view‘. • Develop a clear facilities strategy for basketball, creating hubs and arenas that sit at the heart of communities. • Work with delivery partners to recruit and retain male and female players with supporting advice, development and competitions. • Support and develop the women’s game at club and WBBL level. Awareness and profile Raise basketball’s profile and increase public interest to attract a sustainable flow of income from a portfolio of commercial, broadcast and public sector partners who provide funding for investment into the sport. Digital and broadcast exposure Showcase basketball via widely-available, engaging content and broadcasts which create an ‘appointment to view‘, evolving to reflect market demand and harnessing the power of social media. Centralised sale of rights Create a central sales strategy to represent the sport’s rights and drive consistent storytelling to attract new interest and funds to the sport through ‘one voice’. Brand and communications Develop a clear brand identity for the sport supported by national campaigns, communication strategies and marketing toolkits that reflect the best means of engaging with the basketball family.
RESEARCH AND INSIGHT 25 Portfolio of partners Establish a portfolio of well-respected commercial and broadcast partners and suppliers that support the long-term vision for basketball in Britain. Basketball events Create a programme of regular, attractive international and domestic basketball events, hosted in high-quality venues across the Home Nations that attract sell-out crowds. Inspirational GB players Identify, develop and promote inspiring male and female role models both on and off the court and leverage their potential to increase the following of, and participation in the sport. Promoting the sport Create innovative British-wide schemes that use effective marketing to reach new players, increase participation and provide a vehicle for commercial partners to invest in grassroots. Basketball database Develop a clear understanding of all people in Britain interested in basketball, supported by an effectively managed database which is used to extend their relationship with the sport. Basketball is setting up to reinvent and transform itself over the next decade, particularly in its attractiveness to commercial partners - a great opportunity for brands to get in on the ground floor.
26 CLUBS
CLUBS 27
British Basketball League
Standings (17/18)
League Standing Mens Womens
1
Leicester Riders Sevenoaks Suns
2
London Lions Leicester Riders
3
Newcastle Eagles Sheffield Hatters
4
Glasgow Rocks Nottingham Wildcats
5
Surrey Scorchers Manchester Mystics
6
Bristol Flyers Team Northumbria
7
Worcester Wolves Caledonia Pride
8
DBL Sharks Sheffield Cardiff Met Archers
9
Cheshire Phoenix Oaklands Wolves
10
Plymouth Raiders Durham Palatinates
11
Manchester Giants BA London LionsCLUBS 28
European Club Rankings
League Standing Mens Womens
1
CSKA Moscow Dynamo K
2
Real Madrid UMMC
3
Fenerbahce Yakin Dogu
4
Panathinaikos Fenerbahce
5
Olympiacos USK Praha
6
Baskonia Avenida
7
Zalgiris Girona
8
Scandonia AV Hatay
9
Ludwigzburg Flammes
The Leicester Riders are the utterly dominant men’s side of recent years while
the Sevenoaks Suns are the current women’s champs, pipping Leicester. The
league can be in a state of flux - men’s team Leeds Force folded last month but
a new women’s team, Essex Rebels, joins next season.29 ATHLETES, REFEREES & COACHES
ATHLETES, REFEREES AND COACHES 30
Star Players in
British Basketball
Men Women
Justin Robinson MVP* Cat Carr MVP*
London Lions Sevenoaks Suns
0.3k 1k 0.5k
Keiron Achara Georgia Jones
Glasgow Rocks Manchester Mystics
5k 4k 1k 1k 1k
Kofi Josephs Stef Collins
Glasgow Rocks Cardiff Met Archers
2.5k 4.3k 3k 1.8k 1k
Mike Tuck Mollie Campbell
Sheffield Sharks Leicester Riders
2.2k 7.3k 3k 1.1k
CJ Gettys Nicolette Fong Lyew Quee
Cheshire Phoenix Durham Palatinates
1.9k 4.2k 0.3k 1k
Jaesean Paige Domonique Allen
Newcastle Eagles Manchester Mystics
1.4k 7.6k 3.5k 0.2k 1.3k
MVP* - Most Valuable PlayerATHLETES, REFEREES AND COACHES 31
Top British Players
Men Women
OG Anunoby Temi Fagbenle
Toronto Raptors Minnesota Lynx
NBA (USA) WNBA (USA)
26.4k 80.4k 1.9k 2k
Luol Deng Rachel Vanderwal
LA Lakers Lointek Gernika Bizkaia
NBA (USA) Liga Femenina (ESP)
405k 306k 690k 1.9k 1k
Gabe Olaseni Johanna Leedham
Oliver Wurzuberg ESB Villeneuve-d’Ascq
Bundesliga (GER) Ligue Féminine (FRA)
10.5k 6.2k 3.5k 0.6k
Kavell Bigby Williams Kyla Nelson
LSU University Pittsburgh University
NCAA (USA) NCAA (USA)
1.1k 14.4k 0.4k 1.4k
Teddy Okereafor Jenelle Grant
Fortitudo Bologna Purdue University
Seria A2 (ITA) NCAA (USA)
1.1k 5.2k 0.3k 2.6kATHLETES, REFEREES AND COACHES 32
Top British Players
Men’s Women’s
Wheelchair Wheelchair
Abdi Jama Siobhan Fitzpatrick
Kyle Marsh Sophie Carrigill
Simon Brown Fi Tillman
Gaz Choudry Madeleine Thompson
Harry Brown Helen Freeman
Terry Bywater Jude Hamer
Phillip Pratt Robyn Love
Lee Manning Katie Morrow
Mark Fosbrook Leah Evans
Ade Orogbemi Joy Haizelden
Players based on current squads selected to participate at the
Wheelchair Basketball World Championships in Hamburg.ATHLETES, REFEREES AND COACHES 33
Coaches
UK Men’s UK Women’s
Coaches Coaches
Alberto Lorenzo Jose Maria Buceta
GB Head Coach GB Head Coach
Robert Paternostro Len Busch
Leicester Riders Sevenoaks Suns
Vincent Macauley Krumesh Patel
London Lions Leicester Riders
Andreas Kapoulas Mark Clark
Bristol Fyers BA London Lions
Ben Thomas Bart Senger
Cheshire Phoenix Caledonia Pride
Darryl Wood Stef Collins
Glasgow Rocks Cardiff Met Archers
Danny Byrne Lee Davie
Manchester Giants Durham Palatinates
Fabulous Flournoy Mark Lloyd
Newcastle Eagles Essex Rebels
Paul James Jeff Jones
Plymouth Raiders Manchester Mystics
Atiba Lyons Dave Greenway
Sheffield Sharks Nottingham Wildcats
Creon Raftopoulos Lee Ryan
Surrey Scorchers Oakland Wolves
Chris Bunten
Team Northumbria
Vanessa Ellis
Sheffield HattersATHLETES, REFEREES AND COACHES 34
Referees
UK Referees
Eduard Udyansky
Paul Walton
Rob Hickman
The star performers plying their trade in the domestic game are certainly not
household names but with little brand endorsements at this stage, they provide
a cost-effective way for brands to reach particular demographics highly engaged
with the sport.35 GOVERNING BODIES
GOVERNING BODIES 36
Structure
GLOBAL
FIBA IWBF
FIBA IWBF
FIBA EUROPE
REGIONAL
FIBA ASIA IWBF EUROPE
FIBA AMERICAS IWBF ASIA OCEANIA
FIBA AFRICA IWBF AMERICAS
FIBA OCEANIA IWBF AFRICA
Euroleague
Basketball Scotland
Basketball Scotland
GB
British Wheelchair Basketball
Basketball England
Basketball WalesGOVERNING BODIES: CONTACT 37 British Basketball CEO/MD: Lisa Wainwright Key Contact: Bob Hope (Commercial Director) Key Email: bob.hope@bbl.org.uk Key Number: 07802 256844 Facebook: @gbbasketball Twitter: @gbbasketball Instagram: @gbbasketball British Wheelchair Basketball CEO/MD: Lisa Pearce Key Contact: Lesley Pilling (Head of Marketing and Communication) Key Email: l.pilling@britishwheelchairbasketbll.co.uk Key Number: 01509 279900 Facebook: @BritishWheelchairBasketball Twitter: @BritWheelBBall Instagram: @britwheelball Basketball England CEO/MD: Stewart Kellett Key Contact: Sarah Robertson Key Email: sarah.robertson@basketballengland.co.uk Key Number: 03006001170 Facebook: @BasketballEngland Twitter: @bballengland Instagram: @bballengland Basketball Scotland CEO/MD: Kevin Pringle Key Contact: Cameron McLay Key Email: cameron.mclay@basketball-scotland.com Key Number: 07759883584 Facebook: @basketballscotland Twitter: @baskteballscot Instagram: @basketballscot Basketball Wales Key Contact: Gavin Williams Key Email: Gavin William’s LinkedIn Facebook: @basketballwales Twitter: @BasketballWales
38 COMPETITIONS
COMPETITIONS 39
Global Competitions
Competition Governing Body Gender National/Club Next Event
IWBF Both National Aug 2018 (Germany)
IWBF World
Championships
FIBA Women National Sep 2018 (Spain)
World Cup
FIBA Both National Jun 2019 (Holland)
3x3 World Cup
Jun 2019
FIBA Europe Women National
(Serbia/Latvia)
EuroBasket
FIBA Men National Aug 2019 (China)
World Cup
IOC Both National Jul 2020 (Japan)
Olympics
FIBA Europe Men National Aug 2021 (TBD)
EuroBasket
National Both National Jul 2022 (England)
Commonwealth
GamesCOMPETITIONS 40
BBL/WBBL Competitions
Competition Governing Body Gender National/Club Next Event
British Basketball Men Club Sep 2018 - May 2019
BBL League
British Basketball Women Club Sep 2018 - May 2019
WBBL League
British Basketball Men Club 14 Oct 2018
All Star
Championships
British Basketball Both Club 27 Jan 2019
BBL Cup
British Basketball Both Club 10 Mar 2019
BBL Trophy
British basketball’s limited impact and presence on the international stage
reinforces the domestic game as the best way to reach fans. The extra benefit
comes courtesy of the cup competitions, with both the women’s and the men’s
game happening on the same day in the same venue, giving brands a unique
opportunity to target both genders through a single activation.41 NEWS STORIES
NEWS STORIES 42 Seven board members resign over row with home nations July 2018 read more GB Basketball unveils powerful new look June 2018 read more Puma names Jay-Z as creative consultant for its basketball operations June 2018 read more TCO launches ‘The Mighty Mighty’ an outdoor and action sports agency May 2018 read more British Basketball receive funding lifeline from UK Sport May 2018 read more Basketball funding to be discussed at ‘emergency summit’ March 2018 read more British basketball ignored by funders in favour of ‘obscure’ sports February 2018 read more The future of basketball in the UK February 2018 read more 11 key talking points from the Parliamentary Debate on British Basketball funding February 2018 read more Basketball England awarded £4.7m in Sport England funding over next 4 year cycle February 2017 read more Will basketball be a winner in the UK? May 2016 read more
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