Hoops Capital launches innovative Basketball to Business program

Hoops Capital, the owners of the championship-winning Sydney Kings and Sydney Flames, today launched their Basketball to Business program to bridge the gap between the fastest-growing sport in Australia and business leaders across Sydney. 

The announcement comes after Hoops Capital delivered a series high-profile events in 2024 including the inaugural Kings Day with owners and basketball icons Luc Longley, Andrew Bogut and Brian Goorjian, plus a special Women in Sport event with CEO of Harvey Norman Katie Page, basketball legend Lauren Jackson and co-owner of Hoops Capital Robyn Denholm in partnership with Forbes Women. 

The program is set to include exclusive access to Hoops Capital and basketball events, including a season launch event, end-of-season award night, plus double-headers and intimate networking events. 

Hoops Capital co-owner Robyn Denholm shared her pride in launching this program. 

“We’re so proud to launch our business to basketball program that we’ve created at the nexus of sport and business,” Denholm said. 

“We’ve had strong demand for engaging with basketball talent in Sydney, and we’ve got an incredible team of players and professionals who are looking forward to sharing their insights and experiences to connect with corporate partners and leaders.

BECOME A SYDNEY KINGS NBL26 MEMBER TODAY

“Basketball is experiencing incredible momentum here in Australia and around the world in terms of participation, talent and fans.

“Last year, we smashed record attendance numbers at games, and it’s such an exciting time for businesses and leaders to get involved.” 

Fellow Hoops Capital co-owner and basketball legend Luc Longley said that businesses will have a lot to gain from being involved in the program. 

“I think people will be a bit surprised,” said Longley, who is also the club’s special advisor. 

“If people are interested in listening to people talk about things they’re experts at, then you’ll love it.  

“Each event will be different and something people will get a lot of value from being a part of.” 

Watch Bonnie Deas' For The Capital episode via the Sydney Kings’ YouTube channel below. While you’re there, be sure to hit subscribe, to ensure you never miss out on any of our great videos.

Hoops Capital’s chief commercial officer Amanda Farag, who co-designed this program with the ownership group, shared how the program reflects the values of the team more broadly. 

“Relationships are so important to businesses like ours, and we want to create the opportunity for leaders to access and establish relationships,” Farag said. 

“It’s an exciting invitation to join us for the launch of this program in our foundational year and build this together.”  

Applications are now open to join the inaugural 2025/26 business to basketball program. 

Please reach out to Meaghan Lonard (Hoops Capital partnerships manager) via meaghan.lonard@hoopscapital.com.au if you have any questions.

Check out Hoops Capital's 2025 B2B deck here.