Kings extend partnership with Hard Yakka

The Sydney Kings are proud to announce they've once again teamed up with legendary Aussie brand Hard Yakka for the NBL24 campaign - which will see them be the club's exclusive workwear partner for the second straight season.

The partnership will see the Kings’ and Hard Yakka brands unite again on game days, highlighted by 14 'Hard Yakka – Nothing’s Tougher MVPs' awarded across social media after each of Sydney's home fixtures at Qudos Bank Arena, as well as the club's end-of-season MVP award and sponsor of the 'coaches circle', and regular aligned content across the harbour city side's social media channels.

Hoops Capital executive director Paul Kind is thrilled to have Hard Yakka back as part of the Kings family, as the club prepares to tip off its back-to-back NBL championship defence on September 30 in Illawarra.

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"NBL23, our first year working alongside Hard Yakka, was special in so many ways, so we're really excited to have them on as a partner once again," Kind said.

"Both the Kings and Hard Yakka brands align well, as our team prides themselves on working hard on the court, as does Hard Yakka off the court.

"I'm confident this partnership will continue to help both brands reach new heights." 

As Kind alludes to, Hoops Capital sees the close synergy between Hard Yakka and the Kings’ basketball culture, especially with their fast-growing lifestyle apparel range and traditional workwear – a sentiment echoed by Workwear Group’s head of marketing- industrial brands, Jayne Willmott. 

"Our partnership with the Sydney Kings extends beyond branding. It's a reflection of mutual values, commitment, and the drive to achieve excellence," Willmott said.

"We at Hard Yakka are incredibly proud to stand alongside a team that embodies the same passion and dedication we apply to our craft."

The Kings' first home game of the NBL24 season is on Sunday, October 8 at Qudos Bank Arena, with tickets available for the clash here.