The main powers in the sport in the UK have launched a new joint marketing programme, entitled the British Basketball Union.

The new entity is a commercial partnership between British Performance Basketball, responsible for the Great Britain national teams, the British Basketball League, England Basketball and Basketball Scotland.

In its statement of intent, the BBU claimed it will act as a first stop shop for anyone seeking to get involved in the sport, whether supporting the national teams, looking to watch competitive League basketball, seeking basketball participation opportunities, or looking at coaching or volunteering opportunities.

In addition, the BBU will seek opportunities with potential sponsorship and media partners through a new strategic marketing approach, summarised in the strap-line ‘Closer to the Action’.

“This is a very important step forward for the sport,” said Leicester Riders chairman Kevin Routledge. “We are all tremendously excited about the prospects for basketball in this country, in light of the spotlight of London 2012, and as a unified sport we believe we can provide a service to those interested in the sport, particularly those catalysed by the Olympics.”

With the Olympics around the corner, British Basketball’s commercial chief Simon Tuckey says the sport must size the opportunity to push itself into the shop winder.

“Our ‘Closer to the Action’ focuses really on what makes our sport uniquely attractive – high class, athletic action, you can almost touch – something other sports struggle to match,” he declared.

“We want to make it very easy for everyone fired up by London 2012 to be able to easily engage in the sport, and the BBU will make that happen.”

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