Undertaking my doctorate in marketing was a big decision for me. I was motivated to make a difference in the sport I love, basketball. It would require me to dedicate myself to the most demanding intellectual challenge of my life to date.As with many niche sports in the UK basketball suffers from a lack of financial stability and as such most organisation are reactive and continually trying to survive rather than being strategic and purposeful in targeting growth.My research is focused on how fans engage with basketball teams and how these teams can proactively promote this engagement. The aim is to provide best practice guidance for practitioners within British basketball. Thus enabling them to develop stronger ties with their fanbases and ultimately a more commercially sustainable organisation.