With over 70% of basketball players aged 25 years old and under, and around half the playing population made up of individuals from BME (black and ethnic minorities) communities basketball is the second largest team sport in England and Wales.

Until now it has been a sport that has largely operated under the radar, with the majority of basketball participation taking place outside of a structured club format and very little known about the playing habits and motivations of this young, hoops-loving audience.

Two Circles is delighted to have partnered with Basketball England and British NBA Star Luol Deng to reach out to this group of players and find out exactly what drives them to pick up a ball. Using a bespoke online survey and interactive shooting challenge to shape the conversation, Basketball England will capitalise on high engagement in social media by this audience to communicate with the notoriously hard to reach under 25 segment.

“It’s vital that we get closer to those that play the game, wherever that might be, and continue to nurture the next generation of stars” said Huw Morgan, Basketball England’s Chief Executive.

“That’s why we’re using social media to take a more connected approach to listening to players of all ages in order to understand how we can make basketball more accessible to everyone.”

Having grown up playing basketball in London and the USA, Luol Deng is a passionate advocate for the game, not only as a professional who makes his living from the sport, but also with basketball as a tool to engage kids and offer them a positive and challenging activity.

“The sport of basketball is a pathway, a pathway that teaches so many valuable lessons on and off the court” said Deng, “it’s a sport that kids everywhere can relate to, and one that should be easily accessible when all you need is some concrete, two hoops and a ball!”

With the insight gained from this survey Basketball England, and its partners working at all levels across the sport throughout the country, will develop tailored strategies to help grow basketball and enable more young people to enjoy the game.

You Are Basketball is an engaging survey which encompasses an interactive shooting challenge, endorsed by British NBA star Luol Deng. As well as being able to share the challenge via social media, those people taking part in the survey also have the chance to win a trip to the USA to meet Luol and see him in action during the 2014-15 NBA season.

The survey can be accessed at www.youarebasketball.co.uk.

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