British Basketball League expands US presence with Fubo Sports

Credit: British Basketball League
Credit: British Basketball League

The British Basketball League (BBL) is extending its visibility across the US further through the announcement of a new streaming partnership with Fubo Sports. 

The free TV and sports-first streaming service will bring BBL games to audiences across the US and Canada in a “diverse sports programming” agreement. 

Fubo Sports will stream a select number of BBL fixtures, which started with the Christmas Eve game between the London Lions and the Sheffield Sharks. This was then followed by the Sharks’ 86-75 win over the Manchester Giants on New Year’s Eve.  

BBL CEO, Aaron Radin, said: “The British Basketball League is excited to bring its high-quality content to Fubo Sports that showcases the skill, passion, and excitement that define British basketball. 

“This partnership marks a significant step forward in expanding the global footprint of the League and elevating the profile of British basketball on the international stage.” 

The deal allows North American fans to watch US and Canadian players in action on the other side of the Atlantic, further adding to Fubo Sports’ international sports programming.  

Looking ahead to the New Year, fans will also be able to watch BBL fixtures on Fubo Sports’ YouTube channel, starting from January 2024. 

Speaking to Insider Sport last November, Mani Gill, the League’s Head of Broadcast, commented on the growth of BBL in the US market through other similar deals with New England Sports Network and NBC. 

She said: “We’ve been very transparent in our ambitions to expand our global footprint and to bring the very best of British basketball to the broadest possible audience and both of these deals afford us the opportunity to do just that. 

“Delivering compelling content to American audiences allows us to foster a stronger connection with sports fans across the pond and showcase the excitement and intensity of our league to those who likely haven’t been exposed to British basketball before.”

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