English Basketball’s bid to gain more prominence received a welcome boost today in both financial and promotional terms, after agreeing terms with VCARS.co.uk for a one year sponsorship deal. The agreement gives the used car website blanketed naming rights across every one of the English Basketball League’s 11 men’s and women’s divisions.

This means that the league will not only be re-branded as “The VCARS Basketball League”, but the automotive specialist’s branding will appear prominently across the league, with merchandising also bearing the VCARS name. The deal is a significant turning point in the EBL’s history, it being the very first time that the sport’s governing body has signed such a contract. Although the worth of the sponsorship has not been fully disclosed, it will no doubt bring in much needed revenue to the sport.

Separate statements released by England Basketball CEO Keith Mair and VCARS Director Robert O’Connor illustrate the enthusiasm with which the two parties have sought to reach a mutual understanding.

Mr Mair, whose experience and knowledge many believe will rejuvenate the sport of basketball enthused that the fact that VCARS.co.uk regards England Basketball as being worthy of investment “speaks volumes” and that he believes that it is in their mutual interests for VCARS to “do their best to boost recognition of [the] sport as well as help to boost their brand recognition”. Mair went on to say that he “can’t wait” to begin working with the Hertfordshire-based car retailer.

Robert O’Connor added that his company’s continuing commitment to UK sport was further inspired by the sporting event events of last summer, stating that he hoped that the “gestures of goodwill” shown to all sports during the London Olympics would continue following VCARS investment in the EBL.

A new logo has also been designed to reflect the nature of the partnership – a composite of the VCARS logo and the image of the basketball key (where most of the action happens), acting as a kind of call to action. VCARS branding will also feature on team clothing and in media outlets to maximise publicity.

The season-long deal is very much part of VCARS’ continuing investment in sport having also entered sponsorship arrangements in athletics and motorsports.