The London Lions are shifting the narrative on British Basketball

With the recent success of the London Lions, just how has their dominance created a narrative shift in British Basketball?

Image reference: LondonLions.com

When the final buzzer sounded between the London Lions and Cheshire Phoenix at the end of the SLB playoff final last month, the Lions created history, becoming the first-ever team to complete the quadruple.

This comes as no surprise; since moving to Stratford in 2012, the London Lions have dominated the modern era of British basketball. And discounting the BBL (British Basketball League), the Lions have won a total of five trophies since the inception of the SLB (Super League Basketball).

There aren’t too many words to describe and do justice to the season the Lions just provided fans, winning a remarkable 26 games, and embarking on a nine-game winning streak to cap off the regular season. While adding some silverware early in the season, the Lions’ first piece of the quadruple came in February, after defeating the Newcastle Eagles in the SLB Trophy. Continuing that momentum through to March, where they came up against Manchester Basketball in the SLB Cup, coming out victorious. And with the championship secured in early April, the Lions only had the Phoenix left to defeat.

British basketball is on the rise.

Since the early 2000s, the British basketball league has been fighting tooth and nail to secure a long-term TV rights sponsor, notably jumping from sponsorship to sponsorship, seeking national coverage and financial stability. However, with the collapse of the ITV Sport channel and a decrease in viewership and popularity surrounding British basketball, days were looking numbered.

From 2003 to 2010, the league suffered the most, receiving little to no exposure or coverage, with the BBC occasionally broadcasting cup competitions. Relying heavily on ticket sales and local sponsorship, the popularity of the game was slowly growing, but not to the extent that it would provide financial security. Player and staff wages, travel expenses, and equipment costs were rising, so the quality of the game became an imperative factor in growing the league.

By 2010, the British Basketball League had returned to Sky Sports and created its own streaming platform, BBL TV, which acted as another source of revenue, providing fans with better access to the game. As the league progressed throughout the 2010s, viewership and popularity also increased, which can be seen through the securement of multiple TV rights deals and sponsorships. Including the BBC and Perform Live Basketball TV.

However, it’s important to credit the London Lions when discussing the growth of modern British basketball, who, since moving to East London in 2012, have transformed the league in many positive ways. For example,

Legitimacy

The London Lions’ recent success has not only attracted a swarm of sponsors, fans, and conversation about basketball but has also drawn in new talent from overseas, which has boosted the competition and quality of the league. With a maximum of six non-British players permitted to each team, each front office must make the most of every roster spot and scouting opportunity.

Notable imports (past and current)

Johnathan Williams III

Johnathan Williams III with the London Lions 2025–2026 season, LondonLions.com

Sam Dekker

Sam Dekker with the London Lions in the BBL playoff finals 2024, BBC.com

Maxwell Lewis

Maxwell Lewis signs with the London Lions on loan for the 2026–2027 season, Super League Basketball

Dennis Rodman

Dennis Rodman with the Brighton Bears in 2006, the New York Times

Byron Mullens

Bryson Mullens with the London Lions in 2020, Hoopsfix.com

The most popular basketball league on the planet is the NBA; that is something hard to compete with, and for most British fans seeking forms of entertainment, staying up until the early hours of the morning was the option. An option most chose for a long time, however, as the quality of British basketball has progressed, interest has spiked, and that can be seen through an increase in viewership.

For example, at a Euro Cup home fixture against Besiktas in December, the Coppa Box Arena hosted over 5,000 fans.

has become a growing trend amongst European ties, with more fans flooding the gates for an action-packed night. With many other European nights surpassing thousands of spectators. This not only provides players with more motivation to perform but also gives new fans an experience they won’t find elsewhere amongst the SLB.

Furthermore, linking this back to the main topic of this discussion. British basketball’s growth has taken its time, and by no means do I believe that the progress is done. What makes the NBA so captivating is the competition, and in a league full of nine teams, expansion is essential. But what is also essential is government support; basketball as a sport lacks the necessary funding from the grassroots to develop elite prospects. That’s why we see British NBA players like Jeremy Sochan move overseas to develop elsewhere.

The future of British basketball is promising; we can credit the rise, dominance, and popularity of the London Lions as a factor in that promise.

(And thank you to a special someone for inspiring me to write this)