Hoops Capital and Sydney Kings Announce Partnership with Omoda Jaecoo

National Basketball League (NBL) ownership entity Hoops Capital and the Sydney Kings have announced a commercial partnership with automotive brand Omoda Jaecoo (Jaecoo).

Under the terms of the agreement, Jaecoo becomes a Major Partner for the Sydney Kings during the 2026/27 NBL season, securing prominent branding placement on the back of the team’s playing jerseys.

Jaecoo will serve as the Official Membership Partner for the Sydney Kings, delivering exclusive member events, VIP experiences, and ticket promotions.

Additionally, the car manufacturer has been named the presenting partner of Hoops Capital’s Basketball-2-Business (B2B) program, an executive networking initiative connecting commercial partners, corporate leaders, and sports executives across Greater Sydney.

The partnership follows Jaecoo’s rapid Australian expansion, having surpassed 20,000 national vehicle sales driven by its J5 small SUV platform.

Commenting on the partnership, Hoops Capital CEO, Mark Thompson, said: “We are incredibly proud to partner with Jaecoo, globally respected for their craftsmanship and innovation.” 

“As the reigning champions of the NBL, the Sydney Kings are pushing the boundary on Australian basketball from a performance, fan and engagement perspective.

“Joining forces with a partner that shares our same drive and ambition is crucial as we continue to build momentum as a code and as a club.

“Jaecoo is one of the fastest growing brand across Asia and Europe and basketball is one of the fastest growing participation sports in Australia.

“This partnership will further drive growth of our sport and unlock the amazing entertainment and sporting product which is championship basketball at Afterpay Arena with the Sydney Kings,” Thompson said.

Emphasising the brand’s commitment to engaging with sports audiences and expanding its footprint within the Australian market, Omoda Jaecoo Australia chief commercial officer, Roy Munoz, added: “We’re incredibly excited to partner with the Sydney Kings, a club that shares our ambition, competitive spirit and commitment to achieving great things.”

“Basketball has an incredible ability to bring people together, inspire communities and create lasting memories.

“The Sydney Kings have built a passionate following, and we’re looking forward to being part of that journey,” Munoz said. 

Commercial Scope and Corporate Networking Strategy

The agreement integrates automotive sponsorship assets across Hoops Capital’s high-performance and business networks:

• Jersey & Matchday Assets: Jaecoo branding will feature on the lower back of the Sydney Kings’ official 2026/27 home and away jerseys during regular-season and finals fixtures at Afterpay Arena.
• B2B Program Integration: As presenting partner of the Basketball-2-Business initiative, Jaecoo will headline corporate breakfasts, inner-sanctum panel sessions, and cross-code sports business luncheons.
• Member & Consumer Activation: The partnership incorporates digital activations, VIP gameday hospitality access, and targeted vehicle promotion packages tailored to the club’s active membership base.

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