Hoops Capital

Building Australia's Most Successful Basketball Business

Hoops Capital

In 2018, TSE made an uncommon move for an agency — we bought a professional basketball team. What began with the acquisition of the Sydney Kings has grown into a vertically integrated basketball business, reshaping how a team can be run, how a sport can be marketed, and how a fanbase can be built.

A Strategic Play From Day One

This wasn’t a vanity investment. It was a deliberate disruption of the traditional agency model, a way to put skin in the game, and prove that we could deliver success on and off the court.

We built a specialist team inside TSE to lead the charge: from CEO and coaching hires to commercial leads, creative heads and community operators.

We committed to three things:

Winning – on the court, and in the stands.
Culture – building a player-first, people-first environment.
Sustainability – structuring the business for long-term growth.

Building Hoops Capital

From one club, we built many touchpoints. Sydney Kings were joined by the Sydney Flames – a strategic investment that reinforced our commitment. We launched Hoops Capital East, a JV with the Sydney Swans. And we secured $30M in government support to build the country’s first NBL Centre of Excellence, now underway in Auburn.

We created new revenue streams, deepened our connection with Sydney’s basketball community, and built a brand fans could belong to.