In a move that screams ambition louder than a courtside buzzer-beater, the London Lions have officially joined forces with Sportserve in a long-term partnership that aims to transform British basketball from the ground up—literally.
No, this isn’t about tweaking the lighting or slapping a new logo on the floor. This is a full-scale overhaul of the Lions’ matchday experience, engineered by Sportserve, who’ve spent the last two decades quietly kitting out British sport with the precision of a Swiss watchmaker.
And now? The spotlight’s on.
From championship-grade sports flooring to live electronic scoring systems, concert-worthy audiovisual setups and head-turning event branding, Sportserve is bringing the kind of infrastructure that turns a night at the basketball into a spectacle.
The London Lions aren’t just levelling up—they’re laying the groundwork to dominate both at home and on the European circuit.
But the deal with Sportserve is only part of the story.
Hot on the heels of announcing a landmark collaboration with the Mayor of London to build a purpose-built, world-class basketball arena in the capital, the Lions are laying bricks and setting standards. The aim? To put London—and British basketball—firmly on the global map.
“At the London Lions, excellence is our standard, on and off the court,” said Lenz C. Balan, CEO of the London Lions. “Partnering with Sportserve, a company with over 25 years of expertise in delivering high-performance solutions for sport, is a perfect fit.
Their technical precision and deep understanding of what organisations, players, and events require mirror our own pursuit of the highest level.
With a major year ahead with participation in European competition, Sportserve’s support will be invaluable in helping us set the stage for the next chapter.”
Sportserve aren’t exactly new to the Lions’ setup—they’ve been a quiet constant in the background. But this deal makes things official. For Will Evans, CEO of Sportserve, it’s a natural next step.
“As the UK’s leading Basketball Specialists, we are committed to enhancing the sport at every level of the game,” said Evans.
“Our partnership with the London Lions represents an exciting step forward in elevating professional basketball both in the UK and across Europe.
Having worked closely with the organisation over several years, formalising this relationship with a long-term partnership allows us to further develop our products, services, and showcase our capabilities to a wider audience.
We’re proud to support the Lions as they continue to grow their influence on and off the court and we’re thrilled to be part of the journey ahead.”
It’s fair to say Sportserve know their way around a hardwood floor. Their past work includes top-tier installations for Basketball England, SLB, and Volleyball England, often going unnoticed but never underdelivering. Now, with their name squarely alongside the London Lions, that quiet confidence is front and centre.
This isn’t just a technical partnership—it’s a declaration that the London Lions are no longer content with just showing up. They’re here to lead. To challenge. To redefine what British basketball can look and feel like.
And if you’re not already paying attention, now’s the time to start.
Stay updated on the London Lions’ next moves at thelondonlions.com.
