What to know
- Honey Badgers CEO Al Whitley says Canadian basketball is in its “golden age” after years of steady growth.
- More Canadians are playing in the NBA than ever before, led by stars including Shai Gilgeous-Alexander, Jamal Murray and RJ Barrett.
- Whitley says the Canadian Elite Basketball League gives homegrown players another pathway to professional basketball.
- He believes the addition of the Toronto Tempo and continued investment in Canadian talent will help grow the sport even further.
Canadian basketball has reached new heights over the past two decades, and the CEO of the Brampton Honey Badgers, Al Whitley, believes the sports momentum is only continuing to rise.
With the growth of Canadian NBA stars, the launch of a Canadian WNBA team and the rise of the Canadian Elite Basketball League (CEBL), Whitley said Canada’s basketball scene has turned into one of the strongest in the world.
“I think basketball in Canada has grown immensely,” he told Now Toronto. “We’re obviously in the golden age of basketball.”
He used examples like Hall of Famer Steve Nash, a player who first opened the door for Canadians on a big international stage. Steve Nash’s success in the NBA proved that Canadians can compete at the highest level.
“It all really started 20 plus years ago with Steve Nash,” he said. “He was the pioneer.”
The Canada basketball popularity continued to grow with the Vince Carter era with the Toronto Raptors, then with today’s era of Canadian stars such as two-time MVP Shai Gilgeous-Alexander, his cousin and NBA MIP Nickeil Alexander-Walker, RJ Barrett, Jamal Murray and many other Canadian stars of this generation who continue to build on that foundation inspiring young athletes.
“These guys have really done an incredible job in growing the game and getting as many kids as possible involved and wanting to play this sport,” Whitley says.
Mark Cuban’s investment in Honey Badgers
For Whitley, helping grow basketball in Canada was one of the main reasons he accepted the opportunity to join the Brampton franchise. He said a good friend of his, American businessman Mark Cuban introduced him to the Honey Badgers owner Leonard Asper, who opened the door to a role that combines his experience in professional basketball with his desire to give back to the Canadian game.
“Being a proud Canadian, born and raised, with the chance to help grow the game of basketball in Canada through my experiences in the NBA and the mentors I’ve had, I just really thought it was an opportunity that I could not say no to,” he said.
Earlier this year in May, Cuban joined the ownership group of the Brampton Honey Badgers.
Known for building the NBA’s Dallas Mavericks into a championship winning team, Cuban has provided guidance and support while helping raise awareness of the Canadian league beyond its borders.
Cuban’s involvement with the organization has also brought added credibility and exposure to both the Honey Badgers and the CEBL itself Whitley added.
While international attention has helped elevate the league’s profile, he believes the CEBL’s greatest impact comes through player development.
The league gives Canadian athletes an opportunity to play professionally at home during the summer while continuing to develop their skills.
CEBL set to get ‘bigger and better’ year after year
Many players use the league as a stepping stone to opportunities in larger professional leagues around the world and as interest in basketball continues to grow across Canada, he believes the CEBL is well positioned to grow alongside it.
“I think the CEBL has a tone of potential,” he said. “Every year the talent is getting bigger and better, and we have a lot more guys interested in playing up here.”
With more Canadian players succeeding on the world stage, added space for women’s basketball with the Toronto Tempo and a domestic professional league continuing to expand, he believes the future of basketball in Canada remains bright.
“I think the best days are still ahead,” he said.
Basketball has grown rapidly across Canada over the past two decades. The country now regularly produces NBA draft picks and national team players, while Canada’s men’s national team won bronze at the 2023 FIBA Basketball World Cup and qualified for the 2024 Olympic Games.
The professional game has also expanded beyond the NBA. The Canadian Elite Basketball League launched in 2019 with six teams and has since grown across the country, while the Toronto Tempo are preparing for their inaugural WNBA season, giving Canada its first franchise in the league.
