GB Basketball reveals new look branding but still fails to qualify for World Cup

It is designed to appeal to a more diverse audience and was delivered as part of a value-in-kind sponsorship with GB Basketball.
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GB Basketball, the sport’s official governing body here in the UK, has revealed a new look branding.

It was developed to coincide with the World Cup qualifiers, a campaign for which GB lost out on the second qualifying stage.

Despite the defeat, the new branding – created with the aid of the motion studio Shadowplay and the creative and digital agency Mr B and Friends - aims to reflect the urban roots of the sport to drive its success in the future.

It is designed to appeal to a more diverse audience and was delivered as part of a value-in-kind sponsorship with GB Basketball.

Steve Richardson, executive creative director of Mr B and Friends, said: “We were thrilled to be a part of the transformation of GB Basketball and will be backing the team as they head for future success.

“As a creative business, we thrive when clients are open to brave ideas and collaboration. This is a complete first for us, creating an identity of this scale ‘live’ on the day, but the hard work has paid off. Basketball is all about kinetic energy created by the bounce of the ball. We decided to reflect the impact and reach of basketball with a pop-up street art and film event.”

Lisa Wainwright, CEO of British Basketball, added: “We are delighted with the new brand for GB Basketball. The energy and impact chimes with our new vision and will help propel us to success as we target additional funding for the team going forward.

“We look forward to rolling this new brand identity across all our assets, from team uniforms to website and digital.”

Great Britain fell short of reaching the second phase of World Cup qualifying in a 67-59 defeat against Israel at Glasgow’s Emirates Arena.

UK Sport currently does not fund basketball because of the lack of medal winning potential, although grassroots funding body, Sport England is providing £4.73 million over four years from 2017 to 2021.

Reports have recently suggested that basketball’s funding has been put at risk due to alleged fighting between British Basketball and the home nations. Reports of team shirt burning have emerged from the recent World Cup qualifiers.

However, Basketball England said it was confident a “sustainable and long-term solution” would be reached.

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