Global lifestyle brand Champion has signed a partnership deal with Australian basketball competition King of the Court, becoming the official naming rights sponsor.
As part of the deal, all teams competing this year will be fitted by Champion Teamwear, and the will be involved across all levels of the event including developing and selling on-site limited-edition merchandise.
The signing comes as event organisers gear up for the event’s seventh anniversary this spring.
“With a sporting legacy of over 100 years, including six decades in basketball, sport is sewn into Champion’s DNA,” Champion AU/NZ brand manager Rory O’Halloran said.
“We are committed to supporting initiatives, athletes and enthusiasts at all levels from elite squads to grassroots organisations, which is why we are so proud to announce our partnership with King of the Court.
“We are not just sponsoring an event—we are fostering one of basketball’s fastest growing community initiatives and celebrating talent of all calibres. We can’t wait to see our partnership flourish and deliver a memorable experience for all.”
This latest sporting partnership by Champion follows a long history of backing basketball, which includes outfitting both the National Basketball Association (NBA) for over a decade and the Women’s National Basketball Association WNBA) from 1997 to 2001.
Locally in Australia, the brand is the official on-court apparel sponsor of the National Basketball League (NBL) and the premier sponsor of the Queer Sporting Alliance, an AU/NZ LGBTIQA+ sporting club.
This year's Champion King of the Court tournament is a revised program, which includes the return of key events including 3x3, 1x1 and dunking competitions, alongside the introduction of ‘Queen of the Court’, spotlighting female ballers in 3x3 comps.
“King of the Court has become a cornerstone of Melbourne’s sporting culture by seamlessly blending athleticism, community spirit, and streetball culture, drawing over 100 players and 1,500 spectators last year,” King of the Court founder Mitch Lang said.
“Champion's deep roots in basketball and dedication to empowering community perfectly aligns with the spirit of King of the Court. We’re looking forward to seeing how our new partnership elevates our growing event.”
Champion King of the Court will take place on November 9, 2024 at RMIT in Melbourne CBD.