Sydney Kings and Flames Partner with AAMI Through Hoops Capital

Hoops Capital has officially partnered with AAMI for the 2024-25 National Basketball League (NBL) season, a collaboration that includes both the Sydney Kings and the Sydney Flames. This partnership underscores the evolving landscape of sports sponsorships in Australia, particularly in the basketball sector.

As the official insurance partner, AAMI will enhance the fan experience through exclusive promotions, engagement opportunities, and co-branded content featured on Hoops Capital’s marketing platforms.

The significance of this collaboration extends beyond financial implications; it emphasises community engagement and fan loyalty. AAMI’s commitment to local sports aligns with Hoops Capital’s vision of fostering a strong connection between the teams and their supporters, especially as both the Kings and Flames look to build on their recent performances.

The Sydney Kings have reported a 100% growth in their membership base over the past three seasons, with 91% of membership packages for the upcoming season already sold out​. This growth can be attributed to the Kings’ recent championship successes and a commitment to an exceptional game-day experience. Moreover, the NBL as a whole has seen record-breaking attendance, welcoming more than 1 million attendees for the first time since 1996, while achieving a 40% year-on-year increase in average audience ratings during the league’s opening round​. 

Hoops Capital, a leading sports investment and management firm, is dedicated to enhancing the basketball landscape in Australia. It plays a critical role in the operational and commercial aspects of the Sydney Kings and Sydney Flames, reinforcing the connection between the teams and their fans.

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