In the case of Basketball, Standard Life has recognised the potential in working with the third largest team sport in the country - in terms of participation, only football and cricket have a larger playing base. And with top NBA stars now committing to play for Britain it is clear that there is a realistic chance of medal glory as London 2012 approaches.
Today's deal will see Standard Life support all four of British Basketball's world-class teams; senior men, senior women, men's U-20's and women's U-20's.
While the partnership will run from 2009 to 2013 its impact has been felt immediately with the necessary funding now being available for television coverage of Game On At The O2, August 14-16. Highlights of the four-nation tournament, which is a symbol of the sport's progression over the last three years, since British Basketball's inception, will be aired on Sky Sports 3 on Monday 17 August.
Simon Tuckey, Commercial Director of British Basketball, said: "We have worked hard over the past three years to attract a partner who would not only benefit the sport but more importantly believe in the goals we have set, and we feel that Standard Life more than fits those criteria.
"We are delighted that they have come on board as we prepare to host Game On At The O2 and look forward to a long and successful relationship between British Basketball and Standard Life.
"The senior men's and women's programmes have made impressive strides since 2007, indeed the men will play at the European Championships this September, and Standard Life's involvement shows that people are taking note of our
results and our desire to be a force to be reckoned with in three years time."
Commenting on the sponsorship, Simon Gulliford, Chief Marketing Officer, Standard Life, said, "We are proud to be the new title sponsor of British Basketball at this important time on the road to London 2012. 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 future vision is to ensure Game On At The O2 remains an annual event and that basketball continues to reach out to the grassroots level so that London 2012 will eventually be the first of many Olympic campaigns as talent comes through the system.
