British Basketball League adds Bally Sports to US media expansion

credit: British Basketball League
credit: British Basketball League

Bally Sports has been announced as the latest US broadcaster to showcase the British Basketball League (BBL) in the country. 

The sports streaming app will show two weekly BBL games on Thursday and Friday evenings. The arrangement commenced on 4 January, and is accessible across 18 different regional sports networks. 

BBL games will be available live to stream or on demand on the Bally Sports app once authenticated through viewers’ TV provider or via a subscription to Bally Sports+, the company’s direct-to-consumer platform. 

Furthermore, Bally Sports will showcase two weekly BBL original programs to US audiences in the form of the ‘UNBEATABLE’ programme, which offers weekly highlights, original features and exclusive player and league interviews. 

The BBL’s ‘Inside the Paint’ show will also be available to watch, which provides in-depth analysis of the best of the gameweek action, including reactions from players and coaches. 

BBL Chief Executive Officer, Aaron Radin, said: “Our mission is to delight fans worldwide with our sports entertainment offering. This partnership with Bally Sports signifies yet another big step in the growth and global appeal of our League. 

“We’re excited to showcase the competitiveness of British basketball to Bally Sports audiences and create connections with sports fans in the U.S. through the incredible reach of their regional networks.”

Bally Sports joins Fubo Sports, the YES Network, NBC RNS and the New England Sports Network as US broadcasters for the BBL in its latest push to expand its presence across the country. 

Speaking to Insider Sport last November, Mani Gill, Head of Broadcast at the BBL, revealed that it was a concerted effort to showcase the best of what British basketball had to offer to the US, the number one market for the sport. 

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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