Ministry of Sport

Sydney Kings Partner With Dentsu To Execute New Campaign And Hit Core Revenue Targets

The NBL’s Sydney Kings have committed to one of the largest advertising campaigns by a sporting team in Australia, in any code, and have formalised a new partnership with Dentsu to help execute and strategically position the Club to drive ticket sales, membership and core revenue targets.

The Kings 2019-20 marketing campaign, which is set to launch ahead of the Club’s first game of the NBL season this Friday in Cairns, follows a transformative off-season for the NBL Club which saw Total Sport and Entertainment (TSE) take over full ownership of the Kings,  the additions of a new CEO, a new Head Coach and some star-studded on-court talent joining the roster – the Club has been carefully building its way up to what is set to be the biggest season in history for basketball in NSW.

The Rise With Us campaign, which will roll out across all major channels including print, TV, outdoor, radio and digital, will include a new music track orchestrated by acclaimed ARIA nominated hip-hop artist from Sydney’s South West, L-FRESH The LION, alongside producers Zig Parker and Solo.

The song and lyrics which were worked on with some of the Kings players and encompass everything that the Kings stand for in Sydney and the local community.

“It was a dream to write this song and work with the Sydney Kings – Two of my favourite things: basketball and music coming together to make something special for the people of Sydney and for hoops fans,” L-FRESH said.

Sydney Kings Chairman, Paul Smith, was also excited about the new direction the Club was taking to connect with the entire basketball spectrum that encompasses basketball, music, fashion and media.

“The NBL is the go-ahead sports league in Australia, but we have financial limitations created as there is currently no TV money for clubs.

“We fully accept that and acknowledge that we have to make every effort to promote the Sydney Kings and it is critical that we present the Sydney Kings and basketball appropriately,” Smith said.

“Our commercial viability is framed on understanding our fans and delivering them a live game experience that builds their advocacy and drives them to return for the amazing experience that is the Sydney Kings at Qudos Bank Arena.

“Most importantly we are underpinned by corporate support, and the better job we do by engaging our fans and growing the fan base the more value our sponsors will enjoy.”

“To have entered into a strategic partnership with Dentsu is a truly fortuitous moment which has allowed us to use best in class agencies across creative and media buying combined with our own long-term experience in marketing sport.

“I think the outcome is a winning formula for the Kings,” Smith said.

With the likes of Andrew Bogut, Casper Ware Jr and Kevin Lisch all hitting the floor for the purple and gold this season, the extensive campaign puts a spotlight on the already talented roster that Sydney fans can get behind, and get excited about.

The Kings first game of the season tips off this Friday against the Cairns Taipans at 7.30pm AEST and will be broadcast on ESPN and SBS On Demand.

Shaun Carney

Shaun Carney