South East Melbourne Phoenix Celebrated Successful Christmas Spectacular with William Adams CAT

The South East Melbourne Phoenix recently concluded a highly successful strategic collaboration with William Adams CAT, who served as the Presenting Partner for the club’s marquee Christmas Spectacular: Under the Stars.

The agreement saw the two organisations join forces to deliver one of the most significant events on the NBL calendar, focusing on high-impact community engagement and unique fan experiences.

The partnership was anchored by an experiential program designed to drive family engagement at John Cain Arena. A standout feature of the event was the “Dig and Dunk Zone” located outside Gate 6, where fans of all ages were able to get up-close with recognisable CAT machinery.

The activation allowed attendees to shoot hoops through an excavator bucket for the chance to win prizes, successfully blending the industrial identity of the partner with the sporting spirit of the Heartland.

Reflecting on the honour of the partnership, and noting how well the two entities aligned, Phoenix CEO, Simon Derrick, said: “This partnership brings together two organisations that pride themselves on building—building community, building experiences, and building memories.”

“William Adams CAT are part of the fabric of the Heartland, and their support helps us elevate one of the biggest nights on our calenda,” Derrick said. 

The event itself was a comprehensive commercial program, featuring a giant laser show, musical performances, and a special visit from Santa Claus.

Derrick noted that the unique activations were a deliberate strategic move to resonate with the club’s fan base.

“The Dig and Dunk Zone was an absolute favourite. Photos in diggers and shooting hoops through an excavator bucket —it’s everything the Heartland loves rolled into one. It captured the Phoenix spirit: fun, energetic and uniquely ours,” Derrick said.

Supporting the initiative, the William Adams CAT team shared their enthusiasm for the sporting venture.

“The William Adams team are thrilled to support the South East Melbourne Phoenix – C’mon boys ‘Let’s Do The Work’ and get a Christmas win!” 

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