ALEX CERDA

The Brampton Honey Badgers of the Canadian Elite Basketball League (CEBL) are thrilled to announce that Alex Cerda and the Honey Badgers agree to terms to make Cerda their new head coach. Cerda will join the club with 10 years of NBA experience, including two seasons as an assistant video coordinator with the Los Angeles Clippers (2018-2020).

Cerda will officially join the Honey Badgers after completing his third season with the South Bay Lakers (Los Angeles Lakers G League affiliate) where he is serving as an assistant coach. 

Alex’s professional journey began in 2016 as the head video coordinator and player development coach with the Indiana Mad Ants of the NBA G League. From there, he climbed his way up the coaching rankings, transitioning over to the NBA and working for the Los Angeles Clippers. In 2021, Cerda reached a new level of coaching as an assistant coach & offensive coordinator for the Texas Legends of the NBA G League before joining the South Bay Lakers in his current role.

Cerda has also operated a player development training program in Dallas. Here, he spent the offseason training the likes of Canada’s own AJ Lawson (Toronto Raptors), along with Jericho Sims (Milwaukee Bucks), Shake Milton (359 NBA games played), Jared Butler (148 NBA games played), and many more.

Cerda describes his coaching style as focused, detail-oriented and data-driven. Offensively, he has a very impressive resume, leading the 2022-23 Texas Legends to the G League’s number-one offensive rating (118.9), points per chance (1.066), effective field goal percentage (60.3%), and three-point percentage (41.2%). His offensive philosophy is for the Honey Badgers to create the highest percentage shot possible on every possession by playing an analytically progressive brand of basketball. 

On defense, Cerda wants to implement a tough, yet high-IQ style of play, pushing players to do their job one possession at a time. As a defensive coach for the 2024-25 South Bay Lakers, Cerda got the Lakers to the number-five defensive rating (105.3), number-four opponent effective field goal percentage (52.1%), and number-eight turnover percentage (18%) during the G League’s Tip-Off Tournament.

On a personal note, Cerda attended the University of Texas at Austin and graduated with a Bachelor’s degree in Kinesiology. While at UT Austin, Cerda was also the men’s basketball team’s manager where he got an early start in the coaching business by helping out with drills and player development workouts.