Kings team up with Hard Yakka

The Sydney Kings are proud to announce they've teamed up with legendary Aussie brand Hard Yakka for the NBL23 season, to become the club's exclusive workwear partner. 

The partnership will see the Kings’ and Hard Yakka brands come together on game days, featuring 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'. 

Hoops Capital CEO Sean Nicholls is thrilled to have Hard Yakka join the Kings family, as the club prepares to tip off its NBL championship defence on October 1. 

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"We're excited to have Hard Yakka come on board as our exclusive work wear partner for the NBL23 season and beyond," Nicholls said. 

"We believe both brands align well, as the Kings pride themselves on working hard on the court, as does Hard Yakka off the court”  

"I'm confident this partnership will help grow both brands and take them to new heights." 

As Nicholls alludes to, Hoops Capital sees the close synergy between Hard Yakka and the Kings’ basketball culture, especially with their fast-growing urban apparel range and traditional work wear – a sentiment echoed by WorkWear Group’s head of marketing Jayne Willmott. 

“Hard Yakka is built on a culture of hard work, pushing boundaries and creating legends, making our brands a great match,” Willmott said. 

“Our apparel, footwear and accessories are made to work hard during the week and on the weekends too, and the opportunity to showcase our brand to Sydney Kings fans throughout the season and support the players as they defend the championship is a real coup.”  

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