New Sponsorship Is Biggest Ever For British Basketball

British Basketball announced its biggest ever sponsorship deal, with snack food brand Dairy Lea Dunkers signing a ú6 million pound three year agreement to sponsor the sport’s main competition, the Championship.

The new sponsorship includes the title rights to the competition, which will be known as the Dairylea Dunkers Championship.

‘Basketball is a fast, exciting sport with a huge and growing following all over the country,’ commented Nick Shepherd, marketing director of Dairylea Dunkers.

‘The high proportion of families amongst the sport’s audiences, combined with the growing popularity for kids playing in schools, make it the perfect property for reaching our target audience.’

The announcement of Dairylea Dunkers’ sponsorship of the Championship follows the company’s successful two year asociation with basketball’s All Star Game.

Dairylea Dunkers replaces Budweiser who have been the title sponsors for the last six years.

The new Dairylea Dunkers Championship season begins on September 18, 1999.