The British Basketball League (BBL) has appointed a former US tech and media executive as its new chief executive.
Aaron Radin will look to drive the commercial growth of the UK game’s top professional division, having previously been a director of global investment programmes for Meta, the owner of social media platforms Facebook, Instagram and Whatsapp.
Mr Radin began his career with the National Basketball Association (NBA), before going on to hold senior positions at Disney and NBCUniversal.
The businessman’s appointment comes a year after the BBL agreed an initial £7m funding deal with Miami-based investment firm 777 Partners in exchange for a 45% stake in the league, which was heralded as a “defining moment” in the history of British basketball.
As well as aiming to deliver an ambitious plan for the overall infrastructure of the league, which could include the addition of four new franchises to the current 10 over the next five years, Mr Radin, will also oversee efforts to grow the sport’s UK fanbase and community grassroot operations.
Mr Radin said: “I am thrilled to join the British Basketball League at this critical point in its history. Between the new investment of capital into the league, the creation of new broadcast partnerships and the return to European competition, the BBL is just beginning to deliver on its goal to generate joy for its fans and value for its marketing and distribution partners.
“I am excited for the challenge to help the league fully deliver on that promise and I look forward to working with our clubs, owners and investors, as we join forces to become one of the most competitive and exciting basketball leagues in the world.”
Alongside his professional background, Mr Radin has volunteered as a community basketball coach for more than 20 years, and has led a programme for young people to gain educational and professional opportunities through the sport.
BBL director Lenz Balan said: “We are thrilled to be welcoming Aaron to the BBL. His professional achievements, and passion for and understanding of the sport, make him the ideal leader to take British Basketball to the next level during this exciting period of growth.
“It has been a truly remarkable year for the league and Aaron’s appointment highlights our commitment to accelerating the commercial growth of the BBL and the longer term success of our clubs, players and partners both domestically and in Europe.”
In a Linkedin post announcing his appointment, Mr Radin said he would look to elevate the broadcasts of BBL games and “help tell the stories of the extraordinary athletes, coaches and teams that make up our league”.
The league currently has a deal with broadcaster Sky Sports to air 30 games this season. Bristol-based media production company Brandvox also live streams every single league match through the BBL’s own channels - such as the ‘BBL Player’ and the league’s official YouTube channel - as part of efforts to reach a younger, digitally native audience.
The BBL is jointly owned by its 10 franchises, The Bristol Flyers, Caledonia Gladiators, Cheshire Phoenix, Leicester Riders, London Lions, Manchester Giants, Newcastle Eagles, Plymouth City Patriots, B. Braun Sheffield Sharks and Surrey Scorchers. An independent management board oversees the league's business plan and day-to-day operations..
Read next:
- Study calls for more North East investment in women's professional sport
- Durham comparison site Footy.com secures £400,000 investment to kick off extra growth
- Troy boss talks Exeter Chiefs, Applegate acquisition and building a business worth millions
- Plymouth City Patriots to remain at Pavilions as new venue talks continue
Like this story? Why not sign up to get the latest South West business news straight to your inbox.
