BRITISH BASKETBALL LEAGUE
LAUNCHING A NEW SEASON & DRIVING GROWTH
Launching the 2022/23 British Basketball League season and growing viewership to new heights.
THE BRIEF
The British Basketball League entered a new era of investment and ambition, aiming to become one of the world’s most recognised basketball leagues. But first, it needed to close the awareness gap in the UK market. While basketball is one of the most played team sports in the country, awareness of the professional game, and the League, remained low. The challenge wasn’t about making people care about basketball. It was about making them care about the British Basketball League.
The League turned to AND THE NEW to relaunch its identity across digital platforms, ignite cultural relevance, grow its audience, and turn that attention into commercial growth — ticket sales, engagement, and long-term brand equity.
We launched with a bold, emotionally charged campaign - "Know Our Name" - designed to spark pride within the sport and curiosity from new fans. Through brand positioning, audience insights, and creative development, we defined a tone of voice that made the British Basketball League feel real, local, and unmissable. Our strategy was built around three pillars: drive awareness, grow affinity, and convert attention into action.
We built out a full-season content marketing plan covering organic social growth, performance marketing, YouTube growth and optimisation, and full-funnel campaign development. We focused on telling authentic stories, elevated player personalities, and leaned into rivalries and moments that gave the league a distinct identity.
We operated as a fully embedded extension of the British Basketball League team across strategy, content production, and performance marketing working closely with all teams individually. Over the course of the season, we delivered more than 1,000 bespoke digital assets and creatives.
We helped transform the British Basketball League into one of the UK's fastest-growing sports properties - driving viewership, growing culture, and converting content into commercial success.
RESULTS
162% INCREASE IN IMPRESSIONS
Driving organic social media impressions from 11.8M to 31M YoY.
34% INCREASE IN FOLLOWERS
Increasing the social media following by more than a third across channels.
1,308% INCREASE IN VIEWS
Supercharging organic content views across the season from 1.4M to 20M.
3x SOLD OUT ARENA VENUES
Selling out the O2 Arena London, Utilita Arena Birmingham and Emirates Arena Glasgow.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
