Sports Tech 5 min read

Top NBL Commercial Partnerships: Adelaide 36ers, Brisbane Bullets, More


As the National Basketball League (NBL) offseason continues, here are all the latest commercial partnerships from around the league.

Adelaide 36ers:

The Adelaide 36ers have announced a partnership extension with Tyrepower, extending the pairs’ collaboration to seven years.

Tyrepower general manager, Richard Ellery, said: “Tyrepower is delighted to be able to continue our strong relationship with the 36ers as a major partner.”

“The extension of our partnership at the best sports game day in the country will be a fantastic platform to showcase Tyrepower as Australia’s biggest independent tyre retailer.

“This is a valued partnership for Tyrepower and our independent dealer network and I am excited to see the partnership grow,” he said.

Adelaide 36ers CEO, Ben Kavenagh, added: “We are on an exciting journey as a Club with a new coaching panel, refreshed playing roster and welcoming new major partners,” he said.

“It’s a fantastic result for the Club to have Tyrepower increase their financial commitment.

“It is a testament to the work undertaken last season as we moved to our new home at the AEC and the direction we are headed.

“We look forward to working with Tyrepower this season,” he said.

The 36ers have also announced partnerships with HomeStart Finance and Derrimut 24:7 Gym.

Brisbane Bullets:

The Brisbane Bullets have partnered with Technology People on a multi-year deal.

Brisbane Bullets CEO, Peter McLennan, said: “It’s great to welcome Technology People into the Bullets family.”

“Their values align really well with our own and we look forward working with them in NBL22 and beyond” he said.

Technology People managing director, Mike Roddy added: “We are delighted to be part of the Brisbane Bullets family.”

“Their culture and drive for excellence are very much aligned to Technology People!

“We look forward to supporting the Brisbane Bullets in season 21/22 and beyond. Go the Mighty Bullets!,” he said.

Sydney Kings:

The Sydney Kings extended their partnership for a further three years with Australia’s largest superannuation fund, Hostplus.

Kings CEO, Chris Pongrass, said: “We are thrilled that Hostplus is continuing their partnership with us for another three years – they are a key part of the Kings family and we look forward to continuing to be involved in their brand strategy.”

“Hostplus continue to show their ongoing support for our Club.

“They are a market leader in their field who have ensured sustained growth in the performance of their fund year on year; it was important to align ourselves with such a successful organisation that share similar values and put their members first.

“We would like to thank the entire Hostplus team for their unwavering commitment to the Kings and appreciate the time and effort that has gone into bringing this partnership to life,” he said.

Hostplus CEO, David Elia, added: “We are delighted to extend our partnership with the Sydney Kings for a further three years.”

“It’s been really inspiring to watch the Kings’ development over the last few seasons and the fantastic results that have been achieved along the way.

“With their sustained performance, the team can only go from strength to strength and Hostplus is excited to continue to be a part of that journey.

“Sporting franchises, along with the hospitality, tourism and recreation industries, have a major role to play in both our economic recovery and reconnecting us all socially and as a community.

“Hostplus is proud to support our partners in these efforts and our renewed association with the Kings is a key part of that,” he said.

Melbourne United:

Melbourne United has announced long-term major partner, Tyrepower’s recommitment to the club for the next three seasons.

Tyrepower general manager, Richard Ellery, said: “As Australia’s largest independent tyre retailer, we couldn’t be more excited to extend our partnership with Melbourne United.”

“Having this relationship with Melbourne’s premier basketball club is huge for us as we look to continue engaging and supporting communities both in Metropolitan and Regional Victoria.

“Since partnering with the club in 2017, we have been lucky enough to see two Melbourne United Championships. We take a long-term view of our partnerships, and therefore hope to see that success continue,” he said.

Melbourne United CEO, Nick Truelson, added: “Tyrepower have been incredible partners of not just Melbourne United but also of the NBL in general nationally and we are thrilled to announce that we have extended our partnership with Tyrepower for a further 3 years.”

“To Richard Ellery and his team, a massive thank you for all of your support on and off the court of the club and we look forward to building on our partnership and playing our role to help Tyrepower achieve its objectives locally and nationally,” he said.

South East Melbourne Phoenix:

Iconic Australian underwear brand, TRADIE, has extended their partnership with the South East Melbourne Phoenix as a major partner for two years.

Tommy Greer, Phoenix CEO, said: “We are delighted to lock in TRADIE as a major partner for a further two years.”

“They have been a great partner to work with and are more than happy to engage in our game day entertainment.

“We look forward to working with them closely for the next two seasons,” he said.

TRADIE CEO, Ben Goodfellow, added: “Given the success of our first year in partnership with the Phoenix it was an easy decision to extend for another 2 seasons.”

“The Phoenix is an exciting franchise to be a part of and the game day entertainment product they provide to fans is incredible. Basketball in Australia has some real momentum behind it, and we want to be part of it.

“Look out for some fun Tradie activations at games in the coming seasons,” he said.

To read the previous version of the top NBL commercial partnerships, click here.

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