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he Sydney Kings have announced a new, three-year Major Naming Rights Sponsor, Brydens Lawyers, for both the Sydney Kings and the Sydney Uni Flames.

Sydney King chairman and owner, Paul Smith, said the announcement is a huge win for basketball in Sydney after the difficulty and uncertainty of 2020.

“This partnership is particularly significant as Brydens Lawyers are a group of people that understand our vision and want to join with us as we look to reshape the landscape of professional basketball in Sydney,” Smith said.

“By becoming one club with one Major Sponsor for our two teams establishes commercial connectivity at the outset.

“We’re more than aware of the challenges that are in the economy right now, all over Australia and around the world, and the difficulties that all sports are experiencing, so for Brydens Lawyers to be committing to the Kings at the level that they are during this time, it’s a testament to Lee and the entire Brydens Lawyers organisation.

“It’s not just about the economic input, it’s also the fact that a brand like Brydens Lawyers, who are a supporter of elite sport in many ways now also stand with the Sydney Kings and the philosophies and culture that we’re building, and that’s really the most important thing.

“Brydens Lawyers have been a fantastic sponsor of the Sydney Uni Flames for many years and the fact that they’ve bought into what we’re doing with the Kings as well, it’s fantastic for the growth of our sport,” he said.

Brydens Lawyers principal, Lee Hagipantelis, said the move was a ‘natural evolution’ for the NSW-based law firm, after holding a lengthy partnership with the Sydney Uni Flames.

“The Sydney Kings are an iconic Sydney brand and Brydens Lawyers have been around for 40 years now, so I like to think we’re an iconic brand as well,” Hagipantelis said.

“We have a long history and association with elite sport so for us to be able to add the Kings to our stable of stars, it’s very exciting”.

“I think with us and the Sydney Kings, we both strive for excellence, at Brydens Lawyers we do so with the representation of our clients, and Sydney Kings strive for excellence in what they provide for their supporters.

“When you find that synergy and commonality between two brands, something that you can leverage off and promote within each other’s organisations, you know you’re onto a winning formula for success,” he said.

As part of the partnership, Brydens Lawyers are set to become the Major Naming Rights Sponsor and exclusive legal services provider for the Kings, with primary branding across the front of the Kings jerseys that will be releases in the coming weeks.

Sydney Kings CEO, Chris Pongrass, also said he encourages Kings fans to welcome the club’s new major sponsor for their support heading into the upcoming NBL 2020/21 season.

“We couldn’t be more thrilled to welcome Brydens Lawyers into the Kings family,” Pongrass said.

“Our members and fans should be excited about how Brydens Lawyers will integrate into the Club at such a critical juncture.

“The Kings are excited to collaborate with such a recognisable brand like Brydens Lawyers that has enjoyed tremendous growth in recent years; we look forward to helping continue this growth for years to come.

“Brydens Lawyers share in the Kings desire to grow elite basketball in Sydney and NSW, highlighted by their longstanding support of the Sydney Uni Flames and now their partnership across the only two professional basketball teams in Sydney.

“During such a challenging period, their level of commitment to the Kings is only heightened; this is an important day for our organisation and we thank Lee, Vicki and the Brydens Lawyers’ team for coming on this journey with us,” he said.