"The increase is being largely driven by the Gen Z population, as basketball is now the 6th most popular sport among the 18-24 year old demographic. Despite there being major continental competitions across Europe like the EuroLeague and EuroCup, basketball is a sleeping giant that is awakening in the UK. This movement is likely to cause a massive shift in the sport's associated betting markets as well, but the big question of whether basketball can break into the mainstream remains."
"Understandably, as it's the most high-profile, richest league in the world, the NBA dominates basketball betting markets, even at UK bookmakers. Punters can find high odds and see bonuses that can be used to bet on this tournament. Furthermore, basketball betting in the UK is heavily focused on the American league due to its star power, with renowned players such as Steph Curry, LeBron James and Victor Wembanyama."
Basketball maintains a solid presence across Britain but historically sits behind football, horse racing, rugby and cricket. Engagement jumped to 13th overall in UK sports, with Gen Z driving growth and basketball ranking sixth among 18–24 year olds. European competitions like the EuroLeague and EuroCup exist, yet domestic interest is rising as a previously dormant market awakens. The NBA dominates betting due to global star power and bookmaker offerings. A 2025 Prime Video broadcast partnership and sell-out NBA Global Game in London significantly boosted UK viewership. Growing local options and visibility could shift basketball from a secondary to a primary sport for bettors.
Read at London On The Inside
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