Nat Coombs out to strike right balance to help accelerate BBL and basketball’s growth in UK

For the man tasked with anchoring that coverage and attracting new fans to the sport, it is a watershed moment that can herald a significant period of growth.

Nat Coombs will lead Sky Sports’ coverage of the BBL after the broadcaster stuck a deal with the league to show 30 live games of the men’s and women’s elite competition in each of the next two years.

It is a significant partnership for basketball, a sport that according to national surveys is played by more children than every sport but football in this country. While that is a source of great pride for basketball, it is also one of frustration that it has for so long struggled to translate those participation numbers into a thriving professional league.

However, with the increased exposure of the Sky deal coming on the back of a £4m Government bailout to be split between the BBL and the national governing body, basketball could emerge from the coronavirus pandemic stronger than ever.

And Coombs is stood at the free-throw line, a seasoned operator who has spent his entire broadcast career presenting and promoting American sport to a UK audience, now set the challenge of accelerating that growth.

“It’s an exciting time for the game and the league,” Coombs tells The Yorkshire Post.

“Sky is a platform to deliver the league to a whole new audience, as well as delivering it to the existing fanbase.

“We want to be very inclusive. If you’re new to basketball, great. If you’re an NBA fan but new to the BBL, then come on board. If you’re an existing BBL fan, then we’re going to be the right feed for you. It’s a great opportunity to introduce new fans to the BBL.”

Coombs is sensitive to the balance that needs to be struck. He watched with respect as fellow broadcaster Mark Chapman took the BBC’s NFL highlights package and together with former players Osi Umenyiora and Jason Bell, turned it into a cult programme enjoyed by American football enthusiasts as well as a whole new audience.

“It’s a good parallel to draw,” says Coombs, who deputised for Chapman on occasion.

“I’ve been involved with broadcasting NFL coverage for a long time over here on terrestrial TV and I’ve been fortunate to anchor the majority of the London games since 2015. It’s the same conversation as we have; we know serious NFL fans are going to be tuning in but at the same time there’s going to be casual fans and those brand new to the sport, so it’s keeping all those constituencies happy.

“There is a balance to strike, but a lot of it comes down to the talent we’ve got in terms of analysts and experts – and at Sky we have some good ones in (former Olympian) Kieron Achara, (current players) Drew Lasker and Mike Tuck, who have all brought a lot of energy.

“As the anchor I’m going to very much look to understand what it’s like to be a player in certain situations. We’ve also got Rob Paternostro on the show, Leicester’s coach, who I’m going to be asking what it’s like to get a team ready for this season after a wholly unorthodox pre-season. And then when the games get underway, what would you be saying in this situation?

“That insight is something that will resonate with sports fans, whether they’re basketball or BBL fans. And at the same time, true basketball fans will want to know what Rob Paternostro thinks about certain game-time scenarios.”

Day one is today, a double-header to launch the BBL Championship league campaign at Newcastle Eagles’ purpose-built arena. Sheffield Sharks get the season underway against Cheshire Phoenix (5pm), before the hosts Newcastle take on the London Lions (7.30pm).

“British basketball has had a mixed past in terms of broadcast coverage,” continues Coombs. “There were halcyon days with the Sky deal back in the 90s, but we’re now providing a consistency with it. It’s not just 60 live broadcasts we’ll be doing either, we’ll also be talking about British basketball on Sky Sports News. There’s going to be an active social media campaign. We’ll have access to players, coaches, teams. We have to be mindful of different ways we can reach audiences.

“If there is a consistent wave of content going out, logic suggests that will increase the fanbase.

“These are all pillars that will put the sport in a stronger position to build out commercial partnerships and build a stronger future.”

On top of that, the importance of the Government bailout cannot be under-estimated.

“It underlines not just the importance of the BBL, but of basketball and its role in the community,” says Coombs. “So many sports are prohibitive, basketball isn’t, it’s a completely inclusive sport.”

Already the league is stepping up its efforts to increase the talent pathways that can turn those huge participation numbers into a prosperous league.

Sheffield, Leicester and Newcastle have long since had strong junior programmes, while Plymouth Raiders and Worcester Wolves have programmes that are tied into universities.

Just this week, Manchester Giants agreed a partnership with a local college that will see local students get the chance to take part in intensive basketball development with the BBL team.

“It’s a league that gives opportunities to young players,” adds Coombs.

“The flip side of that is the ability to attract a stronger calibre of player from North America. You’ve got players like DeAndre Liggins, ex NBA, who played with LeBron James in Cleveland, now on the London Lions.”

So as the season gets ready to tip-off, does that star power give defending champions London the edge?

“Lions have been prolific in pre-season bringing players in,” says Coombs of a team who won the 2018-19 BBL Championship before coronavirus forced the cancellation of the 2019-20 campaign.

“They’ve taken a bit of time to find their stride. As is often the way, it’s not just a case of bringing in strong individual players and finding that they automatically mesh, it takes time.

“I think the competition is going to be wide open. There’s a consensus that what’s happened with Covid and the extended off-season and condensed season is going to make it different. Leicester and Sheffield have brough a lot of vets back.

“It makes sense that teams that have the most continuity, particularly this year, if you’ve got a foundation of returning players who have won trophies, you would think those teams would have the biggest advantage going into the season.”

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