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British Basketball League Supports Small Black-Owned Businesses

October 27, 2023 

To celebrate October's Black History Month (BHM) in the UK, the British Basketball League (BBL) has donated £10,000 worth of free advertising to small Black-owned businesses this month. The effort is part of the League’s commitment to supporting local communities. 

Basketball is the third most team-played sport in the UK and the second most popular sport among 14-to-16-year-olds. BBL is one of the most diverse sports leagues in the country, having received an ‘A’ grade in the Race Representation Index (RRI) for the second year in a row. 70% of League players come from ethnically diverse backgrounds and are active role models for youngsters in their communities. 

Diversity and representation are essential to the League and it has a goal to inspire people of all backgrounds and to tackle social issues through basketball. Teams across the League called on their fans to nominate a local Black-owned small business they felt deserving of the free in-arena advertising and exposure to thousands of fans across the UK and beyond. During select Thursday and Friday games, both the home and away teams have had the chosen businesses advertised on the digital courtside LED boards, with an approximate advertising value of £1,250 per game. Viewership of the games is at an all-time high with 20 million live and on-demand views. 

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Some of the nine winners randomly selected from the nominations include: Bristol Flyers - CMBC, a Bristol-based community basketball club; Cheshire Phoenix – Mimes Reusables, a sustainable solution to single-use plastic bottles; B.Braun Sheffield Sharks - Gems Hygiene Supplies, which assists companies and individuals in reaching their hygiene goals; and Seriös Group Newcastle Eagles - Gwarn Jerk, a Newcastle-based Caribbean restaurant. 

“It’s vitally important that we remain at the heart of our communities in which our clubs proudly represent every week both on the court, but more importantly in schools, community groups and other activities too. To mark Black History Month and its importance, we are honored to be able to provide small businesses that serve our clubs’ communities with free advertising to enhance their exposure to potential new customers both locally, and across the UK,” said British Basketball League CEO, Aaron Radin. “The League is extremely proud to have players, coaches, staff and fans from all backgrounds; basketball has a powerful impact on bringing people together and promoting inclusivity, which is at the center of everything we do.” 

In addition to providing the advertising, players are visiting local schools to speak about the importance of BHM, emphasizing what it means to them and why people from all backgrounds should celebrate and recognize the observance. As part of this, BBL has also been running a month-long series of interviews with players, coaches and staff across its teams. They have been sharing stories of who inspires them, their personal journeys and their views on the importance of BHM. 

Source: British Basketball League; The VOICE  


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