TSE invested in the Sydney Kings in 2018, not to jock sniff and feed our egos, it was a fundamental part of our business strategy to showcase credentials and leverage the sports ownership opportunity to grow our core business.
While it was strategic, we committed passionately to deliver on-court success while also creating a focus on the well-being and growth of the players and people working for the Club.
The recent on-field and commercial success of the team showcases our credentials in sport. We took a long term, realistic view and went about creating cultural and structural change that would drive positive sustainable outcomes.
WHAT WE DID
- Key appointments including CEO & Coach
- Marketing: Bums on seats, membership and brand growth
- PR and business comms
- Sponsorship and hospitality sales
- Merchandise sales
- Community program development
WHAT WE’VE ACHIEVED SO FAR
GREW AVERAGE ATTENDANCE
- Drove an average crowd of 10,000 fans per game in 2019-20 season
RECORD KINGS MEMBERSHIP SALES
- Grew membership 185% since taking ownership
BIGGEST CROWD IN NBL HISTORY
- We drove a crowd of 17,500 at Qudos Bank Arena in November 2019
SPONSOR GROWTH
- New major sponsor partner and growth across the partnership program
WHAT’S DIFFERENT ABOUT OUR APPROACH
Importantly, we identified that a sustainable business model would require diversification to ensure the business wasn’t reliant on on-court performance and could sustain challenges like the global pandemic.
Hoops Capital is our answer to that challenge – a multi-faceted basketball business with a plan to own facilities, create a basketball academy and leverage basketball as a lifestyle through music, fashion, and art projects.
While Hoops Capital is a work in progress, the foundations are laid for TSE to build a national basketball business, and we have permission because of our investment in the Kings & Flames.
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