London Lions

What London Lions does

London Lions operates as a professional basketball franchise headquartered in London, UK, representing the British capital in both the BKT EuroCup (European competition) and Super League Basketball (SLB), the top UK domestic league. The organization runs integrated men's and women's teams under the legal entity BC London Lions Limited — a subsidiary of Lithuanian technology holding company Tesonet — and plays home games at the Copper Box Arena within the Queen Elizabeth Olympic Park in Stratford, with select fixtures at the O2 Arena and Crystal Palace National Sports Centre. Revenue is generated through three core streams: ticket sales distributed via Ticketmaster (individual match tickets starting at £5, full season ticket packages for the 26/27 season), a direct-to-consumer online merchandise store at shop.thelondonlions.com, and corporate sponsorship/advertising deals with a diversified partner roster spanning technology (NordVPN, Payabl, Saily, MyCoSoul), sports media (DAZN), betting (Boyle Sports, Sportserve), property (Mount Anvil), outdoor advertising (Ocean Outdoor), and education institutions (University of Westminster, NCC London).

The club's go-to-market is event-driven, with demand generation anchored around game scheduling and competitive performance; reach is amplified through DAZN broadcast distribution and a multi-channel social footprint across Instagram, Facebook, TikTok, YouTube, and LinkedIn, supported by an email newsletter and the London Lions Foundation for community engagement. Distribution infrastructure is locked in via long-term partnerships with Ticketmaster (ticketing), DAZN (broadcast), and Molten (official ball supplier).

In the 2025–26 cycle the franchise executed an aggressive offensive phase: a multi-year EuroLeague deal secured BKT EuroCup participation (June 12, 2026); the men's team captured the SLB Championship and a historic quadruple trophy haul (May 17, 2026); the roster was rebuilt with NBA Draft pick Maxwell Lewis on loan (June 17), EuroCup standout Devante Jones (June 22), prospect Emilis Zibuda (June 15), frontcourt anchor Thomas Kennedy (June 16), and a two-year extension for Ethan Price (June 8); and London announced a planned 15,000-capacity arena (November 10, 2025) to expand venue capacity beyond the current Copper Box. Parent Tesonet's holding-company support underwrites this expansion strategy, though no external investor, funding round, or revenue disclosure is available in the source material.

Name

London Lions

Legal name

BC London Lions Limited

Website

https://thelondonlions.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

London Lions is a London-based professional basketball club operating men's and women's teams in the BKT EuroCup and Super League Basketball, generating revenue through ticket sales, online merchandise, and corporate sponsorship partnerships at the Copper Box Arena.

Ownership category

akta.pro rank

Product category

Professional Sports (Basketball)

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Basketball Leagues (MPAKAAAD)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Sports Events & Match Tickets (THAJAFAE)

Keywords

• Professional basketball
• Sports entertainment
• Team merchandise
• Corporate hospitality
• Matchday ticketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from individual game tickets and season ticket packages sold through Ticketmaster for home games at Copper Box Arena and other venues including O2 Arena and Crystal Palace National Sports Centre.
2. Merchandise Sales: Online merchandise store selling team apparel, accessories, and branded merchandise to fans and supporters.
3. Sponsorship and Partnerships: Corporate sponsorship deals with official partners displayed on website and team apparel, including technology, sports, financial, and lifestyle brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

London Lions operates a professional basketball franchise delivering live sports entertainment through men's and women's teams competing in the EuroCup and Super League Basketball (SLB). The club sells matchday access via season tickets, individual game tickets (with student discounts), and corporate hospitality packages, alongside official team merchandise (apparel and accessories) through its own online store. Additional offerings include media accreditation services for press coverage and community outreach via the London Lions Foundation.

Product overview

London Lions is a professional basketball organization operating as a unified club with men's and women's teams. The men's team competes in both the EuroCup (European competition) and Super League Basketball (SLB) domestic league, while the women's team competes in the SLB Championship (SLBW). The club offers a portfolio of products including season tickets and individual game tickets for home games at the Copper Box Arena, an official merchandise store, corporate hospitality packages, and community programs through the London Lions Foundation. The club recently secured a multi-year EuroLeague deal ensuring continued participation in European competition.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Season ticket packages providing guaranteed seating for all home games throughout the season, including priority access to playoff and championship games, sold through Ticketmaster. Aimed at dedicated fans wanting full-season attendance at the Copper Box Arena.
• Individual Game Tickets Single-match tickets for individual London Lions home games at the Copper Box Arena (and other venues including the O2 Arena and Crystal Palace National Sports Centre), available through Ticketmaster starting from £5 per game. Student discount variants are offered for eligible students.
• London Lions Merchandise Store Official online merchandise storefront selling team apparel, memorabilia, jerseys, and fan accessories, targeted at London Lions supporters and basketball fans in the UK and internationally.
• Corporate Packages Corporate hospitality and sponsorship packages for businesses seeking association with London Lions, including ticket allocations and corporate entertainment options. Sold via the corporate sales channel ([email protected]) to brand and marketing buyers.
• Media Accreditation Media accreditation service for journalists and media professionals to obtain press access and coverage credentials for London Lions men's and women's home games, processed via the press office at [email protected].

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered official and core.

• NordVPNofficialGTM or Marketing PartnerOfficial partner of London Lions. NordVPN provides cybersecurity services and is featured as an official partner on the team website with logo placement.
• DAZNcoreChannel Partner/ Reseller/ DistributorOfficial streaming partner for live game broadcasts. DAZN streams London Lions games and SLB competitions to viewers across the UK.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for all London Lions games. Tickets sold through Ticketmaster platform for games at Copper Box Arena and other venues.
• MoltenofficialGTM or Marketing PartnerOfficial ball supplier for Super League Basketball and London Lions. Molten is the official game ball used in all SLB competitions.
• Mount AnvilofficialGTM or Marketing PartnerOfficial partner of London Lions. Mount Anvil is a property developer featured as sponsor on team website.
• Boyle SportsofficialGTM or Marketing PartnerOfficial betting partner of London Lions. Featured on website with logo placement and affiliate marketing arrangements.
• PayablofficialGTM or Marketing PartnerOfficial partner of London Lions. Payabl is a payment services provider featured on team website.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Manchester Giants: Manchester Giants are another Super League Basketball franchise in the UK, competing in the same domestic league as London Lions. They are the closest geographic and structural peer, sharing league economics, sponsor markets, and broadcast exposure.
• Leicester Riders: Leicester Riders are an established SLB franchise with strong attendance and a community model comparable to London Lions' foundation work. Riders lost to London Lions in the 2025-26 playoff semi-final and are a benchmark for mid-size UK basketball operations.
• Caledonia Gladiators: Caledonia Gladiators are Scotland's professional basketball franchise in the SLB, operating under a similar privately-backed model with mixed ticket, merch, and sponsorship revenues.
• Cheshire Phoenix: Cheshire Phoenix were London's direct opponent in the 2026 SLB Championship final (104-81 loss). Their revenue mix, arena setup, and merchandising model closely mirror London Lions'.
• Valencia Basket: Valencia Basket are a Spanish Liga ACB and EuroCup side. They compete in the same European tournament London Lions now have access to, and represent the upper benchmark for mid-major European basketball clubs in sponsorship monetisation and arena utilisation.
• Plymouth City Patriots: Plymouth City Patriots are an SLB side sharing the same league economics, broadcast deal and Ball/Title sponsorship as London Lions through Molten/SLB. A direct domestic peer at the smaller-market end.
• Newcastle Eagles: Newcastle Eagles are a long-standing SLB powerhouse and were eliminated by London Lions in the 2025-26 playoff quarter-final. Comparable in commercial setup (sponsor-driven, arena-tenancy, ticket-led revenue).
• Paris Basketball: Paris Basketball compete in the EuroCup alongside London Lions in the 2026-27 season. Both are capital-city clubs combining domestic league play with European competition, sharing sponsorship archetypes (tech, sports betting, lifestyle) and a premium ticketed product.
• Surrey Scorchers: Surrey Scorchers are a South East-based SLB side and recurring domestic opponent of London Lions. They offer a comparable regional UK basketball benchmark at a smaller commercial scale.

Broad incumbents

• Brooklyn Nets: While playing in a different league, the Brooklyn Nets (and other NBA-owned teams) represent the broader incumbent model of a metropolitan basketball franchise built around media rights, sponsorship, premium hospitality, and merch — the long-term commercial benchmark London Lions' parent is targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/londonlionsw
• YouTubeyoutube.com/user/LondonBasketball
• Facebookfacebook.com/LondonLions
• LinkedInlinkedin.com/company/london-lions
• Instagraminstagram.com/londonlions
• TikTokvm.tiktok.com/ZMJqeJTtH

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about London Lions