IN AN aim to connect with fans and celebrate the sport, the British Basketball League and Basketball England have launched the first ever British basketball campaign with TikTok as part of a game-changing partnership between the league and the social media giant. 

Using the hashtag #BritishBasketball, the popular social media platform will showcase the best of British basketball by inviting enthusiasts of the sport to post their best skills and tricks on TikTok in Britain’s first ever basketball focussed campaign. In addition, TikTok creators will be granted exclusive access to content from professional teams such as the London Lions, Sheffield Sharks, Leicester Riders, Glasgow Rocks, Plymouth Raiders, Bristol Flyers and Surrey Scorchers.

London’s premier team, the London Lions, have themselves been contributing to the campaign in celebration of the sport, giving fans direct access to the team and their current drive in defending their BBL Cup title. 

Since the launch of the campaign, the hashtag #BritishBasketball has garnered a staggering 21.4m posts, rising from 4.5m prior to the launch. In addition to this, the Basketball England account has now amassed over 100k views in just 3 days, further highlighting the growing appeal of the sport here in the UK and its rising prominence and affinity among fans. 

The campaign comes as a major milestone for the British basketball, with TikTok recognising the potential of the sport and committing to its growth by showcasing the talent of the BBL to a young engaged audience.

Selina Conroy, Head of Communications at the British Basketball League: “We’re excited to be working with TikTok to showcase #BritishBasketball and the talent in the BBL to people not only in the UK but across the world.

“From the hustle of training to the thrill of gameday, TikTok allows us and our clubs a unique and direct way to share with our fans and communities.

“We’ve also loved seeing great basketball content shared by fans and creators from the basketball community and cannot wait to see what they share on the hashtag to celebrate the sport we love!”