WNBA Stars Boost Women’s Leadership at UEL Ahead of NBA London Game

Key Points

• The University of East London (UEL) hosted US basketball players as part of the NBA’s Her Time to Play global programme aimed at female empowerment and creating opportunities for women in sport and leadership.
• The event coincided with the NBA’s London Game, a regular-season match between the Memphis Grizzlies and the Orlando Magic at The O2 on January 18, marking the first such game since 2019.
• Young women participated in basketball clinics and a leadership panel featuring former WNBA player Briann January and WNBA director of innovation and growth Lauren Dwyer.
• Hilary Lissenden, executive director of sport strategy and growth at UEL, highlighted community engagement through referee and coaching clinics, as well as Her Time to Play sessions, using UEL’s Olympic-standard facilities.
• Across the UK, over one million girls disengage from sport during their teenage years, with girls 22 per cent less likely than boys to participate in team sports; enjoyment of PE drops from 86 per cent in early childhood to 56 per cent by ages 14 and 15.
• Barriers including fear of judgment, low confidence, and menstruation affect participation, with more than a third of girls avoiding sport at school during their periods.
• UEL supports global programmes like Her Time to Play and runs its own initiatives to improve access and confidence for women and girls in sport.
• Erik Brucker from NBA Operations praised UEL as a fantastic hub for basketball in the UK, noting its outstanding facilities and investment in the sport.

University of East London (East London Times) January 17, 2026 – The University of East London (UEL) has hosted prominent figures from the Women’s National Basketball Association (WNBA) as part of the NBA’s Her Time to Play initiative, a global programme designed to empower women in sport and leadership. This event, held at UEL’s Olympic-standard facilities, brought together young women for basketball clinics and a leadership panel ahead of the NBA London Game on January 18 between the Memphis Grizzlies and the Orlando Magic at The O2 arena. The programme underscores efforts to address stark gender disparities in sports participation across the UK.

What Was the Her Time to Play Programme at UEL?

The Her Time to Play programme, a worldwide NBA initiative focused on female empowerment, found a key partner in UEL for its latest UK outing. Young women from the local community and beyond took part in specialised basketball clinics, referee training, and coaching sessions, all hosted within UEL’s state-of-the-art sports facilities. A highlight was the leadership panel, which featured former WNBA player Briann January and WNBA director of innovation and growth Lauren Dwyer, who shared insights on breaking barriers in professional basketball.

As reported in coverage of the event, these sessions aimed to foster talent development and community engagement. Hilary Lissenden, executive director of sport strategy and growth at UEL, stated:

“This week has been about bringing our community together around basketball and recognising the NBA game taking place in London. From referee and coaching clinics to Her Time to Play sessions, we’ve been proud to welcome participants to our Olympic-standard facilities and create meaningful opportunities for community engagement, student experience and talent development.”

UEL’s involvement aligns with its broader mission to promote women’s sports, leveraging its position as a hub for basketball in East London.

Why Did the Event Align with the NBA London Game?

The timing of the UEL event was no coincidence, as it directly preceded the NBA’s London Game, returning for the first time since 2019 with a regular-season clash between the Memphis Grizzlies and the Orlando Magic at The O2 on January 18. This high-profile match provided a platform to amplify the Her Time to Play message, drawing attention to women’s leadership in basketball amid the excitement of professional play. Organisers sought to capitalise on the global spotlight, ensuring local talent could interact with WNBA stars during this rare NBA visit to the capital.

Erik Brucker from NBA Operations emphasised UEL’s pivotal role, saying: “UEL is a fantastic hub for basketball in the UK, especially here in London. The facilities are outstanding, and the university’s investment in the sport is clear to see. When basketball is happening in London, UEL should be involved. They have been tremendous hosts, and we’re really grateful for the commitment UEL has shown to growing the game.” This partnership not only boosted visibility for the programme but also reinforced London’s status as a key destination for international basketball.

Who Were the Key WNBA Figures Involved?

Central to the leadership panel were two influential WNBA personalities: Briann January, a former professional player known for her storied career, and Lauren Dwyer, the WNBA’s director of innovation and growth. January, who retired after a distinguished tenure including championship wins and All-Star selections, brought firsthand experience of navigating elite competition. Dwyer, in her executive role, focuses on expanding opportunities for women in the sport, from grassroots levels to professional leagues.

These figures engaged directly with participants, offering advice on resilience, skill-building, and career progression in male-dominated arenas. Their presence lent credibility and inspiration, particularly for aspiring athletes from East London, where access to such role models remains limited. The panel discussions covered topics from on-court strategies to off-court leadership, providing actionable takeaways for attendees.

What Challenges Do Girls Face in UK Sports Participation?

A stark backdrop to the event is the alarming rate of disengagement among UK girls from sports during their teenage years. Statistics reveal that more than one million girls drop out, with females 22 per cent less likely than boys to join team sports. Enjoyment of physical education (PE) plummets from 86 per cent in early childhood to just 56 per cent by ages 14 and 15, highlighting a critical window for intervention.

Persistent barriers include fear of judgment, low confidence, and physiological issues such as menstruation, with over a third of girls avoiding school sports during their periods. These figures, drawn from national surveys, paint a picture of systemic obstacles that programmes like Her Time to Play aim to dismantle. In East London, where urban densities and socioeconomic factors compound these issues, UEL’s initiatives offer a localised response.

How Is UEL Addressing Barriers for Women in Sport?

Beyond hosting global events, UEL runs targeted programmes to boost confidence and access for women and girls. These include specialised training sessions, mentorship schemes, and awareness campaigns tackling menstruation-related absences and body image concerns. By integrating Her Time to Play with its own efforts, UEL creates a multifaceted approach, blending international expertise with community needs.

Hilary Lissenden reiterated UEL’s commitment:

“In addition to supporting global programmes like Her Time to Play, UEL runs its own targeted initiatives to address these challenges and improve access and confidence for women and girls in sport.”

Such measures have already shown promise in increasing participation rates among local students, positioning UEL as a leader in gender equity within UK higher education sports.

What Makes UEL a Premier Basketball Hub in London?

UEL’s facilities, described as Olympic-standard, have earned praise from NBA representatives for their quality and scale. Investments in infrastructure, including courts, training suites, and spectator areas, make it an ideal venue for high-level events. Erik Brucker noted:

“The facilities are outstanding, and the university’s investment in the sport is clear to see.”

Located in East London, UEL benefits from proximity to The O2 and diverse communities eager for sports engagement. Its history of hosting basketball events, combined with academic programmes in sports science, further solidifies its reputation. This event marks another chapter in UEL’s growing partnership with the NBA.

Why Is Women’s Leadership in Sport Crucial Now?

The Her Time to Play programme arrives at a pivotal moment, as women’s sports gain unprecedented traction globally, from surging WNBA viewership to Olympic successes. Yet, UK data underscores the need for leadership-focused interventions to retain female talent. By spotlighting figures like Briann January and Lauren Dwyer, UEL and the NBA model pathways from grassroots to professional levels.

This initiative also ties into broader societal shifts, with increased scrutiny on gender parity in education and recreation. As Hilary Lissenden observed, such events unite communities around shared goals, enhancing student experiences and talent pipelines. The NBA London Game provides a timely catalyst, ensuring women’s stories resonate amid the spectacle.

What Are the Broader Implications for East London?

In East London, where youth programmes often contend with funding cuts and urban challenges, UEL’s hosting role amplifies local impact. Participants from surrounding boroughs gained skills and networks that could sustain lifelong sports involvement. The event’s alignment with the Grizzlies-Magic game at The O2 fosters a basketball culture, potentially inspiring future stars.

Community leaders view this as a blueprint for collaboration between universities and professional leagues. With over a million girls nationwide at risk of disengagement, scalable models like this could influence policy, from school PE reforms to national funding priorities.

How Does This Fit into NBA’s Global Strategy?

The NBA’s Her Time to Play extends beyond London, with similar events worldwide to empower women amid basketball’s expansion. Partnering with institutions like UEL ensures cultural relevance, adapting American expertise to UK contexts. Erik Brucker’s comments affirm:

“When basketball is happening in London, UEL should be involved.”

This strategy coincides with the league’s international push, including regular-season games abroad. For women, it means heightened visibility and resources, countering participation gaps. UEL’s success positions it for future NBA collaborations.