sydney kings
to hoops capital

Transforming a Sports Club

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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