StockX links with London Lions

By

Nigel TAYLOR

Published
Mar 31, 2023

It’s been a busy commercial March for London Lions. Fresh from a varsity jacket collaboration with fashion label Beautiful Struggles, the pro basketball team also has a new principal partner, StockX.

The global platform for “consuming and trading current culture products” joins the Lions at a time when both the men's and women's team are dominating the domestic sport and gathering increasing support, so the latter tie-up makes strong commercial sense. 

“The partnership further highlights the upward trajectory of British basketball, with both parties committed to growing the game, enhancing fan experiences and driving cultural change within the community”, they said. 

The pair will collaborate on a series of initiatives “designed to provide unique opportunities to fans”, including exclusive giveaways, youth workshops and fan experiences, both in-venue and across social media.

And it’s likely that we’ll be seeing a lot more development on the product front from London Lions with fan-wear a key weapon the commercialisation of any sports club.

Oliver Emery, Chief Content Officer at London Lions said: “Fashion, Music, Art and Community are at the heart of everything we do here at the London Lions, and we’ve been holding out for an authentic principal partner who shared the same values. 

“We look forward to connecting with our fans in new and exciting ways through this partnership, while also growing the sport of basketball in the UK. This is just the beginning.”