British Basketball League (BBL) has secured an extension to its deal with Perform, the complete sports content company, which partners with FIBA (International Basketball Federation) alongside a number of other rights holders, media owners, bookmakers and professional teams to produce and distribute content that transforms the way the world experiences sport.

The original Perform and BBL agreement was described as a ‘game-changer’ for the sport of basketball in the UK. It resulted in massive exposure for the league, including 242 League games streamed live and worldwide on Live Basketball TV for the first time, as well as 32 games broadcast on the BBC sport web site.

The new deal sees Perform continuing as the BBL’s exclusive betting rights partner for its Watch&Bet and RunningBall products.

“We are delighted to have extended our partnership with BBL and believe this partnership illustrates Perform’s commitment to investing in global and British Basketball,” commented Alex Rice, Chief Rights Officer, Perform.

“We are excited about the BBL plans and are looking forward to continuing as the exclusive betting rights partner.”

Bob Hope, Commercial Director, BBL, added, “I am so pleased that Perform has committed to BBL once again and agreed to continue as our exclusive betting rights partner. Their commitment clearly shows the confidence that Perform has in the League.”

“The income generated by this partnership will underpin the financial security of the BBL. It will give us the stability we require to expand our presence in the UK sporting market and beyond even further, as well as enable us to forge new partnerships in a range of commercial sectors.”