BBF announces Subway as new major partner for GB

Subway has been unveiled as a major new partner for GB Basketball as ‘part of its long-term commitment to promoting physical activity’.

The deal will see Subway becoming the first major commercial sponsor the programme has seen since the 2012 Olympics, in a deal that includes cash, multiple sources have told Hoopsfix.

The programme will see Subway supporting three growing and diverse sports through its “Fresh Moves” initiative, with Breaking GB and Skateboard GB joining GB Basketball as the sports that the brand will be working with to encourage communities from across the UK to embrace active lifestyles.

“We are delighted to join forces with Subway whose expertise, commitment and extensive network make it the ideal partner as we fulfil GB Basketball’s immense potential on and off the court,” Chris Grant, Chair of the British Basketball Federation said.

“Significant numbers of children and adults from all backgrounds already know how exciting and beneficial it is to play or follow basketball. The fantastic opportunity we now have is to attract more attention from a broader audience, and enable many more people to experience basketball’s life-enhancing power.”

Subway is using its reach and leveraging new partnerships to bring the “Fresh Moves” initiative to more people and champion movement amongst diverse communities.

Kirstey Elston, EMEA Brand & UK&I Marketing Director at Subway added:

“The Fresh Moves initiative is focused on creating more opportunities for people with an interest in emerging sports to participate and feel valued.

“We are excited to leverage Subway’s scale, in partnership with sport’s organisations that are known for championing inclusivity, bringing communities together and celebrating movement, to enhance our efforts to promote inclusion within the sports community.”

In a recent survey conducted by Subway, almost a third (31%) of respondents expressed that engaging in emerging sports, compared to traditional sports, would make them feel more comfortable and motivated to participate.

Among these sports, basketball was the top choice for a third (32%) of respondents, followed by breaking (break dancing) and skateboarding. In addition, these sports bring together people of different ages, cultures and ethnic backgrounds.

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