The London Lions basketball team is proud to announce StockX as their new principal partner.

StockX, a leading global platform for consuming and trading current culture products, joins the London Lions at a time when both the men’s and women’s team are dominating the domestic sport. 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.

This agreement will see StockX become an integral partner of the London Lions as the team continues its historic run in this year’s EuroCup competition, as well as the men’s and women’s domestic leagues. StockX and London Lions 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.

Oliver Emery, Chief Content Officer at London Lions “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. StockX could not be a better partner in that respect, and we are excited to get to work with their team on our shared mission immediately. There is a renewed sense of excitement around British Basketball and the London Lions are at the epicentre of that shift, through our culture-driven ethos and community outreach. It is this culture and identity, coupled with exceptional growth of our sports entertainment product this season, that presents a unique opportunity for London Lions and StockX to work together. 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.”

With StockX’s global reach and experience in the worlds of sport and style, the partnership is expected to bring new opportunities to a growing Lions fan base and further strengthen the Lions’ position as a leader in UK basketball.

“Much like StockX, the London Lions share a deep commitment to community, culture and a passion for changing ecosystems for the better. While we’ve long had ties to basketball across the globe, this partnership marks an important milestone for our European customers in particular,” said StockX CMO, Deena Bahri. “As this talented, multidimensional team continues to blaze a trail for British basketball, we’ll use our global platform to shine a light on this growing and exciting space, and bring fans closer to the game they love.”

The London Lions and StockX will launch the partnership with a series of game day activations as the Lions continue their EuroCup and BBL campaigns. Fans can expect to see more exciting initiatives and collaborations throughout the season and beyond.