San Antonio, Texas – A group of New York Knicks supporters gathered in a downtown sports bar on Tuesday described the occasion as the “greatest day of my life,” reflecting a surge in British interest in American basketball. The scene, unusual for a city dominated by Spurs loyalists, underscores a broader trend of the NBA’s growing soft power in the United Kingdom.
Local organisers estimated that over 200 fans, many wearing replica jerseys of UK-born players such as OG Anunoby, attended the viewing party for the Knicks’ preseason fixture against the Spurs. The event was part of a coordinated effort by the NBA to capitalise on rising UK viewership, which has increased by 40 per cent since 2020 according to league data.
“This is unprecedented,” said Andrew Hartley, a British expatriate and lifelong Knicks fan who helped arrange the gathering. “To see this many people here on a Tuesday night, it shows how far the sport has come in the UK.” Hartley, a former university player, credited the influx of British talent into the NBA and enhanced media coverage for the shift.
The NBA’s UK expansion strategy includes regular-season games in London, partnerships with grassroots organisations, and increased broadcast hours on Sky Sports and BBC Sport. The league also launched a British-focused digital content series last year.
However, the enthusiasm was not without friction. Chants of “Knicks in six” were met with good-natured jeers from Spurs fans, and security reportedly intervened after a brief scuffle over a dropped drink. “It’s all part of the passion,” said local resident Maria Lopez. “But maybe they should save that energy for when their team actually wins something.”
Academic analysis suggests the growth reflects a deliberate institutional push. Dr. James Murphy, a sports sociologist at the University of London, said the NBA had “effectively leveraged British cultural affinity for American entertainment” while simultaneously building domestic pathways. “This is not organic; it is a strategic projection of soft power,” he said.
For the fans in San Antonio, the moment was symbolic. “My dad used to watch grainy VHS tapes of Michael Jordan,” said attendee Sarah Jenkins, 28. “Now I’m here with hundreds of people screaming for a preseason game. It feels like the sport finally belongs to us.”
The Knicks won the game 108–104, prompting a celebratory chant of “UK basketball” from the visiting supporters. Whether the boom is sustainable remains to be seen, but for one evening, at least, the NBA’s British experiment looked like a resounding success.
