Sydney Kings and Flames announce combined partnership with Harvey Norman

Leading retailer Harvey Norman has entered into a sponsorship arrangement with Hoops Capital, the owner of Sydney Kings and Sydney Flames, becoming the major partner of both basketball teams.

Together, Hoops Capital and Harvey Norman will launch the Future Flames Program (its draft name) to inspire young female athletes (under 18) to pursue their dreams creating pathways through to the elite level.

The program will also see the Sydney Flames implement a strategy to improve young female athletes’ exposure to professional basketball for training and development; best practice pathways for education and employment, in addition to development programs designed to support and grow female coaches, referees and officials.

Announcing the partnership, Hoops Capital Chair and co-owner, Paul Smith advised “basketball in Sydney and NSW continues to grow at an exponential rate, and this is reflected in the growth in the participation and popularity of the Sydney Kings and Sydney Flames.

“This commitment from Harvey Norman is one of the most important in the history of our clubs.  We are incredibly grateful that Harvey Norman, a brand with a decade’s long commitment to Australian sport, has chosen basketball as a future key focus.”

Harvey Norman Chief Executive, Katie Harvey added “Robyn Denholm and Paul Smith’s vision for the Sydney Kings and the Sydney Flames is brilliant. We have a shared view, if you truly believe in the future of a club or an organisation, the best way to influence real change is through ownership. You have to have skin in the game.

“The players and the investment will see an increase in the accessibility and resourcing for basketball in metropolitan and regional NSW. The support of the Sydney Flames and the Future Flames program are a natural extension of Harvey Norman’s longstanding support of Australian women’s sport.”

Under the partnership, Harvey Norman will support other initiatives that will take the Sydney Kings and Sydney Flames on regional tours of NSW, promote basketball in the key growth areas of Sydney including Western Sydney, and making Christmas night basketball a bigger family-oriented event.

Smith added “we are already developing a retail strategy with Harvey Norman to increase attendance at both Flames and Kings games, and importantly to grow the game of basketball in greater Sydney and regional NSW.”

The partnership between Harvey Norman and Hoops Capital will elevate women’s basketball, develop young talent, and foster greater community engagement. Both organisations are excited for the opportunities this collaboration presents and look forward to achieving new milestones together.

The Kings’ challenge for a third-straight NBL championship starts in Wollongong against NSW rivals Illawarra on Saturday 30th September while the revamped Sydney Flames tip off their campaign in Perth on Friday 3rd November.