By Ian Asabo
As the National Basketball League reaches its halfway stage in the 2022 season, the UCU Canons and JKL Lady Dolphins have clearly established themselves as the best teams in their respective leagues, with their phenomenal records and quality of play further underlining the steady rise of the game in the country.
In order for sports in a jurisdiction to be able to grow in popularity, hence increasing revenue generated, structures have to be put in place in order to achieve those goals, and it’s no different for the National Basketball League.
The media in Uganda has a very big role in ensuring that the game of basketball continues to grow in the country. For starters, kudos can go to the federation in trying to establish that a few games have been live streamed from the MTN Lugogo Arena, which has showcased the best talents from different areas of the country.
Since the majority of the teams playing in the top flight, both men and women, are based around the central region of the country, that leaves a big gap of consumers within the game from other parts of the country unable to establish a connection with the game of basketball.
Evidence of the popularity of the game in the country can be drawn from the National High School games, where different athletes and schools from all over the country are balling, but due to the lack of media activity, we are not able to know who the best emerging players are. That will only help the game to spread its wings further.
With the increased presence of media platforms available at our disposal, the media is often a bridge between the fans and the product on display, which is the players, clubs, and every stakeholder involved in order to bring the game closer to the interested parties.
The media raises awareness for the sport as well as increases the chances of generating revenue in the league through sponsorships and advertising packages like the 300 million package by Tusker Lite. The need for more sponsors is needed in order to increase the revenue generated in the league, hence improving the quality of the league in different aspects.
As I sat in the MTN Lugogo Arena during one of the Friday night games between two of the best teams in the league; UCU Canons and Namuwongo Blazers, I noticed little or no attention in terms of media presence, which doesn’t help the federation in trying to grow the league despite the amazing quality of basketball on show as well as the passion of the fans.
For starters, we need to be looking and trying to integrate some of the methods used by different associations in how to market their leagues; media availability should be at the top of that agenda.
Communication through the media has a major role in transferring knowledge, skills, attitudes and information. Media availability by players and coaches gives the fans a deep insight into different perspectives on the game, which keeps them engaged and attached to their favorite teams and players.
There is no better time than now for the federation to try and find ways of bringing the game closer to the fans, who are the biggest factor in the commercialization of the league. The marriage between the league and the media is the best way to do that.
With the increased popularity of the game in the country, the dream has become a reality for many hoopers in the country, which not only benefits the league in the country but the national team in the long run.
