BBL set to take off with a fresh identity by DRI

British basketball’s management and promotional company, the BasketBall League, has adopted a new name and identity in preparation for the start of the basketball season in September.

Berkshire-based group Design Rights International has created the identity for the company, which will be known as BBL.

It will be used to increase public awareness of basketball in the UK and spearhead a drive for more commercial partnerships. Existing sponsors are Dairylea, Budweiser and Sainsbury’s.

DRI has also developed a brand licensing strategy for BBL called Basketball Unlimited. DRI group brand director David Bickers says it will be a “creative brand proposition” for BBL.

“The brand is endorsed by BBL and will first appear as a team strip worn by four of the championship teams in the new season. This exposure will be the backbone of our licensing strategy,” explains Bickers.