NBL’s Illawarra Hawks signs commercial partnership with 54
Global sports and entertainment consultancy 54 has expanded its client portfolio in Australia with the Illawarra Hawks.
The agreement will see 54 become a sales agent for the National Basketball League (NBL) side, spearheading commercial asset sales management for the New South Wales-based team.
The founding member of the NBL, the Illawarra Hawks have enjoyed mixed fortunes in recent years – the last league title was won back in 2001. The club has meanwhile gained recognition as a launchpad for NBA talent, including NBA Rookie of the Year in 2021 and NBA All-Star in 2022, LaMelo Ball.
Commenting on the partnership, Sam Attrill, General Manager of Commercial at Illawarra Hawks, said: “Partnering with 54 provides our team with widespread connectivity across a broad network of entities within Australian sports and we are already seeing promising results. Their strategic sales approach is detailed, professional, and will support our sustained commercial growth moving forward.”
Nick Haslam, Managing Director of 54 in Australia, said: “We’re thrilled to enhance the Hawks' profile both at home and abroad, driving commercial success alongside their on-court achievements. Partnering with one of Australia’s premier basketball clubs presents an exciting avenue for brands to connect with audiences in this dynamic, fast-growing sport. We’re committed to showcasing the strong return on investment that comes with backing the Hawks.”
UK-headquartered 54, formerly known as Performance54, has nine offices around the world. Its Australian arm has been a key contributing partner for LIV Golf Adelaide, crowned the world’s best golf event at the 2023 World Golf Awards, and also enjoys commercial and strategic relationships with the likes of Asahi, Accor, South Australian Tourism Commission, Thomas Foods, MG and La Roche Posay.
