Basketball England Choose PTI to Lead Digital Transformation

Basketball England has selected PTI Digital to overhaul its digital infrastructure in a clear statement of intent to modernise the sport, elevate engagement, and lay the groundwork for sustainable growth.

PTI Digital, known for its work across elite sport and entertainment, will lead a comprehensive review of Basketball England’s digital operations. From data systems and websites to CRM, ticketing, and fan engagement platforms, every component of the digital ecosystem is under scrutiny. The objective is simple but ambitious – to deliver a connected, user-centric infrastructure that serves players, coaches, fans, and stakeholders alike.

For too long, basketball in England - one of the fastest-growing sports at grassroots level - has operated with limited digital cohesion. Disparate systems, inconsistent data capture, and outdated platforms have created friction across the participation pathway. Whether registering players, organising fixtures, or communicating with fans, inefficiencies have undermined the sport’s ability to operate at scale. This new partnership is a direct response to those challenges, aiming to create a streamlined digital backbone that can support both elite and grassroots ambitions.

What’s particularly promising is the emphasis on strategic alignment. PTI’s involvement goes beyond technical delivery; it will help Basketball England define the business objectives that should guide digital decisions. In an era where data is currency, having a clear vision for how digital tools can drive revenue, engagement, and participation is critical. From enhanced club services to centralised communications, this is about building a digital ecosystem that is fit for the future.

The timing is also notable. As basketball continues to grow in popularity across younger, digitally native audiences, the sport has a window of opportunity to position itself as a modern, inclusive, and connected alternative to more traditional sports. Digital infrastructure is the foundation upon which new products, content formats, and fan experiences can be built – from livestreaming local games to dynamic mobile apps and real-time stats platforms.

In short, this deal could prove to be a blueprint for how a national governing body can use digital transformation to future-proof its operations and unlock value across the sporting pyramid. If delivered well, it could become a model for other sports with similar aspirations – proof that modernisation is not a luxury, but a necessity for growth in the digital age.