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British Basketball League appoints Elliot Stein as new Commercial Director


The British Basketball League is delighted to announce the appointment of Elliot Stein as the League’s new Commercial Director. 

Elliot joins the British Basketball League with exceptional experience within the sports business sector, having most recently held the position of Director of Business Development at B+A. During this time he cultivated relationships with clients such as Nike, Pinterest, Foot Locker, Ubisoft, Meta and many more, where Stein was intrinsic in generating new business and increasing revenue.

Furthermore, the Londoner holds a First-Class Honours Degree in Marketing and additionally spent three years at Silence Media; to date he has built close to ten years of experience in the industry. 

Away from the office, Elliot is a passionate basketball enthusiast and has been involved with the sport since his childhood. He continues to play and coach the sport in the UK at a high standard and is passionate about promoting the many benefits of the game to potential partners across the globe. 

As part of the League’s commitment to growing the sport in the UK, Stein will be tasked with helping create exciting new partnerships that will help bring both the British Basketball League to new audiences in the UK and beyond.  In addition to this, he will be responsible for maximising the League’s current partnerships to broaden the awareness of both the sport and the brands committed to helping take the professional game to new heights.   

Speaking on his arrival to the League, Elliot said:

“Growing up playing basketball in the UK, I could only dream of an opportunity like this. Over the last few years, it has been amazing to watch the growth of the British Basketball League. The League is in a very exciting position, with a highly entertaining product and a valuable, engaged young audience. I look forward to building authentic partnerships with brands that will continue to help build awareness and grow the sport in the UK.” 

British Basketball League’s CEO, Aaron Radin, said:

“I am delighted to welcome Elliot to our growing team off the court at the League. He has exceptional credentials and industry experience which makes him the ideal candidate to help our ambitions to grow the sport in the UK. This, coupled with his infectious passion for the sport, will certainly allow us to harness the opportunity for brands to partner with the League.”



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