The Business of Basketball: What I Wish I Knew in High School

by Coach Robert

Division 1 | Division 2 | Division 3

Something I was never told when I was graduating high school was that basketball is a business. Now, don’t be alarmed—this doesn’t mean you need to focus on making money from the game. It simply means that basketball operates within an entire ecosystem of programs, teams, and opportunities that go far beyond what most young players realize.

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When I was a senior, I believed that if I wasn’t playing Division 1 basketball for UCLA or Duke, there was no point in continuing. I was wrong—better yet, I was misinformed. I had no idea about the many levels of college basketball: Division 2 (2nd largest of the NCAA divisions), Division 3 (3rd largest of the NCAA divisions), NAIA (4-year institutions, offers scholarships unlike Division 3), or Junior College (2-year institutions). Had I known, I would have actively sought out those programs instead of believing that my journey ended if I wasn’t at a powerhouse school.

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Even on the professional level, basketball is bigger than the NBA. The overseas market is massive, with countless opportunities for players willing to travel, develop their game, and embrace the journey. If you truly love the game, your 20s are the perfect time to invest in it, to chase every opportunity to play, and to refine your craft before life’s other responsibilities take over.

The Myth of "All or Nothing"

I walked on to a Division 1 team in college, and it was one of the hardest things I ever did. Lack of scholarships, lack of experience, and tough competition made the road extremely difficult. I thought my only choices were to play for Fresno State or not play at all. Had I known better, I would have enrolled at Fresno City College just so I could continue playing. I would have looked at smaller Division 2 or 3 schools in quieter towns and gladly been part of their programs.

Too many young players don’t understand that basketball has a developmental system. It’s not just about immediate success; it’s about finding a way to keep playing and improving. Players should maximize their youth eligibility while they can—reclassify if necessary, stay in the game, and never feel rushed to “move on” before they’re ready.

The Power of Reclassifying and Staying in the Game

If you love basketball, play it as much as possible for as long as you can. Some players peak later than others, and rushing into adulthood without exhausting all your options is a mistake. I overslept and missed tryouts at Fresno State as a freshman, but I was young enough to play another year of AAU. That extra year of basketball was one of the most fun experiences I ever had. Looking back, I wish I had reclassified in high school so I could have played one more season before moving on to college.

If you ever find yourself without a team, find one. Go to your local JUCO and try out. Search for NAIA, Division 3, or Division 2 schools that are more accessible. Get an agent, explore overseas opportunities, and don’t let your ego or lack of information stop you from doing what you love. The NBA is not the Holy Grail—staying around the game is the real goal.

Basketball Is Bigger Than You Think

In America, we push young people into the workforce whether they’re ready or not. But basketball, like any craft, can be a lifelong pursuit. It can open doors, take you to new places, and introduce you to a world beyond what you imagined.

The business of basketball isn’t just about money—it’s about opportunity. And if you love the game, you owe it to yourself to explore every one of them.

Adult/Pro-Am Leagues

Lastly, the greatest invention in basketball beyond business is the existence of leagues that cater to adults, both professional and non-professional. These leagues are hidden gems. If you can gather a small group of friends, there are countless rec center leagues ready to welcome you. Don’t be fooled—these aren’t just casual pickup games. Many adult leagues are highly competitive, requiring league fees, full uniforms, referees, and even official websites for schedules and stats. Some teams take it seriously, with weekly practices and structured styles of play. Championships and playoffs in these leagues mean everything, and they are constantly looking for new teams to join the competition.

Pro-Am leagues take it a step further. Leagues like The Drew League in Los Angeles are known for their high-level competition, mixing professionals, former college players, and elite amateurs. If you’re serious about basketball, these leagues provide an excellent way to continue your development, compete at a high level, and gain exposure.

And let’s not forget about elder or adaptive leagues for men and women. Whether due to age or physical limitations, there are still ways to stay involved in the game you love. These leagues keep the basketball community alive for those who aren’t ready to hang up their sneakers.

Self-Recruitment

Because basketball is a business, you are the brand. You are the face, the product, and the service being provided to the customer. The customer is whichever program you play for, and you are selling yourself as soon as you make any team. If basketball is your talent, you need to think this way because you will most likely desire a career in the sport. A career could be as a player or a non-player (front office). If you master the game, anything is possible for your basketball future, including starting a program of your own.

Begin recording footage of your training, practices, and games. Always attend camps and showcases. Seek out club teams, AAU, or leagues to participate in. Compile stats, accolades, and attributes of any kind, whether they be physical measurements or abilities. Create online content and keep it updated—make several platforms.

When it is time to promote your basketball business to future programs, all of this will be extremely valuable for coaches and scouts to get a serious feel for what your brand provides. Do this with your family and let them know you plan on pursuing basketball as a career—this will make your intentions known and real to the world. Waiting for schools or ranking systems to find you is not the way to go. You have to market yourself and put yourself out there! The more content you create and promote, the more contemporary outlets may hear about you.

Don't forget to master the game, too, because your skills will always pay the bills. That's called having good business sense.

Shalom.