We The Kings

The NBL isn't the NBA, but it's the next best thing. The players are world-class, the game-day experience is electric and tickets are only $20. But tickets to Sydney's home team - the Sydney Kings - weren't selling, because the Harbour City didn't feel a connection to their basketball team. So we built one.

Working with local Hip-Hop hero, L-FRESH The LION, we created a new team anthem: We The Kings. We then flooded the airwaves and plastered the city with hype-driving TVCs, radio spots and posters. The Kings saw a 13% uplift in revenue, and the highest attendance rate in NBL history during that season.