The BBL has agreed a one-year extension to its TV deal with Sky Sports ahead of a digital revamp.

It means the British Basketball League, with current production partner Buzz16, will remain with the satellite broadcaster next season on what has been claimed as “improved terms”.

However its new investors have revealed a search to bring a free to air partner on board.

“We need to find a free-to-air partner and we’re in constant conversations with folks about that,” Lenz Balan, vice president at 777 Partners told SportsPro. “It’s really about convincing them that this is different, that there’s something that is unique here.

“Our goal is to make Sky Sports happier and happier, and continue to attract other broadcasters that are interested in growing our sport.”

Basketball fans can continue to catch games throughout the 22/23 season live on Sky Sports Arena and the Sky Sports YouTube channel, as well as the BBL Player streaming service.

Chief Operating Officer, Andy Webb, said: “We are absolutely delighted to continue our partnership with Sky Sports who have been outstanding to work with throughout their time as broadcast partner of the league. Their high-quality coverage brings Basketball to homes across the country each week and ensures our fans can enjoy the very best of the action the league has to offer. This is a thrilling time to be involved with the sport and it’s great to see Sky continue to support us on our journey”.

Helen Falkus, Director of Multi Sports at Sky, added: “Having the BBL back on Sky Sports for the past two seasons has been great for our viewers, complementing our NBA and WNBA schedules and giving an insight into the growth of the sport in this country. We’re excited to see the story develop in the future on our platforms.”

With the BBL heading towards the end of its search for a chief executive, coming down the pipeline is a rebrand based on extensive audience analysis, plus a new website which is expected to move to the centralised model used by the NBA and its teams as the key plank in a “digital transformation”.

Balan added: “I think we’re a little bit behind, but overall we’ve made a ton of progress. Whatever has slowed us down will actually be to our benefit, because [initially] it was really about getting to know each other, really understanding how 777’s internal capabilities should be deployed in an asset like this.

“I think that should mean that in the next six months we’re going to build a really robust infrastructure for the success of the league.”



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