Sydney NBL franchise The Sydney Kings appoints PMG as lead creative agency

The Sydney NBL franchise The Sydney Kings has made its agency announcements leading into the 2016/17 season.

PMG has been appointed as the lead creative, strategic and below-the-line agency with Millmaine Entertainment Marketing providing media planning, digital strategy and analytics. Data marketing and analytics services will be activated through TEG Analytics.

The appointments come on the back of the purchase of the Sydney Kings by AEG Ogden who have quickly gone about rebuilding the entire business.  Under the leadership of Head Coach Andrew Gaze and new MD Jeff van Groningen, they have recruited a new team and are focused on taking basketball to an entirely new level in Sydney both on and off the court.

Don Elford – director of marketing for the Sydney Kings says passion and understanding for the sport as well as a clear partnership approach and the ability to work quickly whilst maintaining high quality were key attributes that led to these agency appointments.

Says Elford: “We are looking to set a new standard on the court and introduce a game day and fan experience that is unrivalled in Australia. Our agency partnerships are key to this success and we are happy to be working with people who understand exactly who we are and where we are trying to get to.”

Based in Woolloomooloo, PMG, who recently opened its first international office in Dubai, is celebrating its 20th year and are extremely proud to be partnering with the Sydney Kings. PMG

Partner Isaac Lesko describes working with the Sydney Kings as an opportunity to be involved in the revival of the sport in Australia: “AEG Ogden are making strong moves in the background and it is great to be involved in the journey from the base with an opportunity to showcase our abilities outside of shopper marketing for which we are most known.”

Millmaine has more than 30 years’ experience as specialists in the marketing of ticketed events. Its clients range from arts companies, concert promoters and theatrical producers to one-off major events.

Says Simon Godkin, managing director: “Millmaine simply helps clients sell tickets, build subscriber bases and develop new audiences.”

TEG Analytics, a division of TEG, are a leading ticketing, live entertainment and data analytics company and have come on board to deliver customer analytics and fan insights.

The rebuild of the Sydney Kings has seen a move to a new home at Qudos Bank Arena (owned by TEG and operated by AEG Ogden) at Sydney Olympic Park. The venue is also home to the training and office facilities for the business and the arena has been upgraded to NBA standard with an exciting major announcement to follow.

Says Elford: “We are all excited to be front and centre on October 8th to watch the season tip off ushering in what we believe will be a new era in Australian Basketball.”