Hoops Capital teams up with AAMI for 2024-25 season

Hoops Capital, the entity that encapsulates the Sydney Kings and Flames, is excited to announce they are teaming up with Australia’s leading insurance company, AAMI.  

The state-based sponsorship with Hoops Capital will see AAMI extend its association with basketball in NSW via alignment with two iconic teams in the Sydney Kings and Sydney Flames. 

AAMI will have a greater presence at games throughout the season, launching with a bespoke in-game activation at all 14 of the Kings’ home matches at Qudos Bank Arena during the NBL25 season, which will be called the ‘AAMI Lucky Seat Giveaway’, along with signage benefits, player access and brand integration across the Hoops Capital ecosystem.

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AAMI’s support extends to supporting hoops community Initiatives and access to basketball across the state, including regional tours.  

The partnership is testament to AAMI’s commitment to NSW and will be a key element to the brand’s broader national basketball strategy, which includes a renewed NBL partnership.

Hoops Capital executive director Matthew Denholm is thrilled to have one of the country’s biggest insurance companies join the Hoops Capital family for the first time. 

“It has been fantastic to have a great brand in AAMI come on board with us here at Hoops Capital,” Denholm said.

“From supporting us on our recent regional tour of Newcastle to our upcoming promotions at Sydney Kings games. 

“We couldn’t be happier to have such a great partner on board with someone who has become embedded in the basketball space - we are thrilled to say lucky we are with AAMI.”

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AAMI’s executive general manager of brand and customer experience, Mim Haysom, said the partnership with Hoops Capital provides AAMI with an opportunity to reinforce its support of basketball across both the Sydney Kings and Sydney Flames.

“With basketball increasing in popularity and participation, a partnership with Hoops Capital was a great opportunity to extend our brand with a sport that our customers and community are passionate about,” Haysom said.

“It also complements our broader partnership with the NBL, and we’re excited to deepen our commitment and support to drive more interest and engagement with basketball”.  

The Kings' first home game of the NBL25 is on Sunday, September 29 against NSW rivals Illawarra.  

Tickets to the 2.15pm game at Qudos Bank Arena are still available here.