British superstar OG Anunoby delivered a viral moment that decisively tipped the NBA Finals in favor of the New York Knicks. Now he’s buzzing to see more British basketball stars follow in his footsteps.
Anunoby believes that with NBA Europe, which NBA Commissioner Adam Silver has confirmed plans to launch next year, other Brits will be able to chart a similar path to his own and rise to the top of their game.
It was his huge leap and delicate tip with 1.2 seconds left in Game 4 that saw the Knicks snap a two-game losing streak, the San Antonio Spurs pull a series-level tie, bring all the momentum back to Texas, and hoist the Larry O’Brien Trophy after New York ultimately took a decisive lead.
This moment, Anunoby hopes, could help the NBA capitalize on its plans to expand into Europe.
London and Manchester are both targets for potential franchises and Anunoby is enthusiastic about the prospect of British fans being able to enjoy world-class basketball.
New York Knicks forward OG Anunoby (8) rebounds as San Antonio Spurs guard Stephen Castle defends (AP Photo/Ross D. Franklin)
Looking back on an incredible moment that will forever be remembered in NBA annals, Anunoby said: Sky Sports: “Game 4 was probably the best game in UK basketball history.
“It’s been incredible for the UK, for the country and for everyone who loves basketball in the UK.”
The 28-year-old is also a firm believer in the potential of basketball in the country and believes the new league could be the spark that sparks an explosion in what is already the fastest-growing sport in the UK, according to Sport England.
“I think London in particular is an untapped market,” Anunoby said. “There’s so much talent and so many people in basketball, so I think it’s amazing to bring teams to Manchester and London and continue to grow in the UK.”
Delivering multi-billion dollar franchises and investing millions in British basketball
NBA Commissioner Adam Silver confirmed NBA Europe is scheduled to launch in October 2027 (Chase Stevens/Las Vegas Review-Journal via AP)
Franchise competition is hot.
The NBA and FIBA confirmed that the bidding process received multiple bids worth over $1 billion, representing the largest amount of capital ever committed to European basketball.
“The NBA’s ambitions to expand into Europe represent a huge opportunity for the UK,” said Lisa Nandy, Minister for Culture, Media and Sport. “The franchise can deliver billions of pounds of economic growth and create jobs, but just as importantly it will deliver unforgettable moments for fans right here at home.
“We are excited to work with the NBA as plans move forward.”
Minister of State for Culture, Media and Sport Lisa Nandy attends a cabinet meeting (AP Photo/Kin Cheung)
The NBA and the UK government announced a joint investment of £10 million last year to create more opportunities and spaces for young people to learn and play basketball. The NBA has also committed to investing more than $3 billion in league and team support to reduce early-stage risk for participating clubs and build a strong go-to-market foundation that includes significant investments in grassroots basketball to create a clear path to profitability and long-term growth.
So if it’s about taking care of the grassroots, what about similarly fundamental questions about how to connect with fans in a lasting way?
According to research by GWI, there are over 10 million basketball fans in the UK, 8 million of whom are NBA fans.
According to YouGov, the NBA is the fastest-growing sports league in the entire UK by GWI, and it’s also worth noting that adult NBA fandom has increased by 24% since 2022.
As any die-hard fan of the league knows, the biggest problem is time difference. However, this problem can be solved by having UK-based teams playing against world-class players, competing properly and playing in European time zones.
George Aivazoglou believes that the UK market has great potential in terms of basketball (NBA).
“There are a lot of basketball fans in the UK market who are not really attracted to European basketball or British basketball,” said George Aivazoglou, NBA Director of Europe and Middle East.
“The UK is one of our biggest markets, so the NBA is doing very well there. Essentially, on one side you have a lot of young boys and girls picking up a basketball to play, and on the other side you have a lot of NBA fans engaging with the product in the US regardless of time zone.
“I think with the NBA coming into Europe, with franchises in London and Manchester, and with these amazing buildings in the UK, I think this will be a very strong platform for the obvious love for the game of basketball to translate into something more European. There’s definitely a very strong foundation.”
New York Knicks forward OG Anunoby dunks the ball. (AP Photo/Sue Ogrocki)
Anunoby believes that seeding the NBA in the UK provides an opportunity for basketball to grow in a way it has never had before in order to revitalize a strong foundation.
“It will grow more and more as time goes on,” he said. “I think as time goes by, more and more kids will play in the NBA or WNBA.
“I want them to see that someone where they are is doing this. There’s a lot of untapped potential and I hope it can grow. That’s going to take exposure, growth, more leagues, more excitement about the game.”
It seems like Britain’s basketball story is just beginning. And Anunoby’s role in all of this will undoubtedly be remembered forever.
