So it's the biggest few days in the recent history of British basketball.
ESPN are covering all their games at Eurobasket, which begins on Monday. The BBC are graciously relaying the action from Poland via their website and red button for those with Council television. Despite results in the warm-ups, the loss of Luol Deng, and some internal consternation over the game-plans, this is still as impressively prepared a national side as any of us who cover the sport regularly have seen.
Hence, in terms of maximising basketball's visibility, the stakes couldn't be higher on one of those rare occasions where - save of the odd meaningless NBA exhibition - the editors and producers of the media take notice of hoops.
So what, brilliantly, do Nike do? They're flying in LeBron James to London to promote his new 'movie' this weekend, seizing the attention and the spotlight away from GB. Don't blame the NBA. LeBron's their star but this is not their show. It's all about the Swoosh and its mighty PR machine and damned the rest.
Next time you're wondering why British Basketball doesn't get its full dues, think of that.
Next time you're considering which brand of shoe to choose, ponder likewise.