Harvey Norman commits to another three years as Hoops Capital’s major partner driving the momentum of basketball across NSW and Sydney

Hoops Capital is proud to announce one of Australia’s biggest retailers, Harvey Norman, has returned as a major sponsor for the upcoming season, recognising one of Australia’s most significant basketball partnerships.

Home to the Championship winning Sydney Kings and new-look Sydney Flames, the partnership builds on three years of growth and a shared vision of building basketball across Sydney. It also extends across NSW as both the Kings and Flames are set to embark on a pre-season regional tour to the Central Coast.

The Sydney Kings who have experienced a 39 per cent attendance increase on last season, attracted the biggest-crowd in NBL history during game five of the grand final series, with 18,589 fans packing out Qudos Bank Arena. CEO of Harvey Norman, Katie Page, reflecting on the atmosphere of the arena and backing basketball.

"Harvey Norman is thrilled to recommit as major partner of the Sydney Kings and Sydney Flames to build the fanbase and take elite basketball to regional NSW. The continued success of our partnership with the Sydney Flames is perfectly demonstrated with the imminent Flames debut of exceptional players including Charlise Dunn, Darcy Rees, Maya Dodson, and Shuyu Yang into the squad this season.”

“Bringing together elite players from Victoria, South Australia, New York, and China truly underscores the incredible strength of the pathways available, proving that the Flames connects local development directly to the highest levels of national and international WNBL competition. This influx of new talent and diverse global experience marks an exciting chapter for our program and the future of Australian women's basketball.”

“18,589 fans packing out Qudos Bank Arena speaks volumes that basketball has captured the heart of Sydney. If you watch the NBL and WNBL you will understand why basketball is one of the fastest growing participation sports in Australia, with over 1.3 million active players Australia-wide. I was there for the Kings season victory over the Adelaide 36ers – it was electric. Every fan feels part of the action – the pace, the athleticism, the teamwork – you aren’t a spectator, you are in the game.”

The attendance records set by the Kings are reflective of immense growth across the NBL and WNBL. Last season the WNBL experienced a 43 per cent increase in game attendance with broadcast across the NBL increasing 20 per cent in audience.

The Harvey Norman and Hoops Capital partnership will continue to focus on on-court excellence, while ramping up its community outreach and pathways program with a supercharged Future Flames program.

The Future Flames program, now in its third year, attracts 24 aspiring athletes for on-court skill and training development, with a unique opportunity to access mentors across the business world.

Hoops Capital co-owner Robyn Denholm said the program had been an important part of her vision for the club.

“I’m incredibly proud of this continuing partnership between Harvey Norman and Hoops Capital. Katie and I share a deep belief in the power of sport to bring communities together, create meaningful connections and open up new opportunities.”

“We know our athletes shine on the court, but we also want to help them thrive beyond basketball. Through the Future Flames program, we can connect players with leaders from our networks who are passionate about mentoring athletes and supporting their professional development throughout their careers. This is part of our shared vision for elevating elite female talent in Australia.”

Head Coach of the Sydney Flames and leader of the Future Flames program, Renae Garlepp said the program is about inspiring the next generation of female talent.

“Building the Future Flames program has been incredibly rewarding. I’ve really enjoyed creating a genuine pathway for emerging NSW players, giving them the opportunity to step into a high-level environment and structure that mirrors exactly what we do at the Sydney Flames. It allows them to experience those standards firsthand and understand what it takes to reach the next level.”

“This program would not be possible without the support of Harvey Norman. Their commitment has helped us bring this vision to life and goes well beyond sponsorship, it’s an investment in the future of women’s basketball, creating more opportunities for young female athletes to develop, dream big and see where the game can take them.”

The partnership will see the Kings and Flames hit the road, heading to the Central Coast during their pre-season to deliver community clinics, skills and training sessions and a chance to meet the players in-store at Harvey Norman.

CEO of Hoops Capital Mark Thompson said: “It’s extremely exciting to continue this partnership with Harvey Norman as our major sponsor. They are a genuine partner who are investing in what we are building as a club and defining the future of basketball in Sydney and across NSW. The regional tour is a large part of this as we look to connect and engage with as many fans and aspiring athletes as possible.”

Harvey Norman is set to continue driving professional development and fostering meaningful pathways across Hoops Capital, while elevating fan engagement and delivering enhanced game-day experiences through partnerships with premium brands including Motorola, Sennheiser and EZVIZ.

The regional tour will take place across the Central Coast from 20-22 August for the Kings and 28-30 September for the Flames.