Sydney Kings partners with Dentsu for new marketing push

Partnership and momentum marketing campaign aim to strategically position Club to drive ticket sales, membership and core revenue targets

The NBL’s Sydney Kings has partnered with Dentsu to help execute and strategically position the Club to drive ticket sales, membership and core revenue targets, and committed to one of the largest advertising campaigns by a sporting team in Australia.

The Kings 2019-20 marketing campaign follows Total Sport and Entertainment’s (TSE) takeover of full ownership of the Kings.

The campaign is the result of the new partnership with Dentsu, which has been tasked with strategically positioning the Club to be not only successful this season, but also in the long term.

Sydney Kings chairman, Paul Smith, is excited about the new direction the Club is taking to connect with the entire basketball spectrum.

“The NBL is the go-ahead sports league in Australia, but we have financial limitations created as there is currently no TV money for clubs. We fully accept that and acknowledge that we have to make every effort to promote The Sydney Kings, and it is critical that we present the Sydney Kings and basketball appropriately,” Smith said.

“Our commercial viability is framed on understanding our fans and delivering them a live game experience that builds their advocacy and drives them to return for the amazing experience that is the Sydney Kings at Qudos Bank Arena. Most importantly, we are underpinned by corporate support, and the better job we do engaging our fans and growing the fan base the more value our sponsors will enjoy."

A strategic partnership with Dentsu allows the Sydney Kings to tap the holding company's creative and media buying agency power and combine it our long-term experience in marketing sport, Smith continued.

The debut campaign, 'Rise With Us', which will roll out across all major channels including print, TV, outdoor, radio and digital, will include a new music track orchestrated by ARIA nominated hip-hop artist from Sydney’s South West, L-Fresh the Lion, alongside producers, Zig Parker and Solo.

“Everything really locked together when L-Fresh become involved with our campaign, his song, We the Kings, is the perfect fit and a song we know our fans will connect with," Smith said. "L has a genuine passion for basketball and Sydney's West, which means we have a found a person who understands our goals and wants to work with us to achieve success."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in