The five-year deal will see Standard Life sponsor all four of the BBF’s teams, including the senior men’s and women’s teams that will compete to qualify for the London 2012 Olympics.
The BBF represents the national basketball associations of Scotland, England and Wales and aims to boost the competitiveness of British basketball and ultimately gain entry to the London Olympics in 2012 for Great Britain Men’s and Women’s teams.
Standard Life is hoping to tap into the sport’s growing popularity, stating that it is now the third largest team sport in the country, in terms of participation, behind football and cricket.
Simon Gulliford, chief marketing officer at Standard Life, says: “Few sports have experienced the meteoric rise in ranking that British Basketball has achieved and we look forward to working in partnership with British Basketball over the next five years.”
The firm’s involvement will begin at the four-nation ‘Game On At The O2’ tournament taking place later this month.
Earlier this year The Daily Mirror signed a sponsorship deal to be the media partner of British Basketball