Hawthorn have dipped their toes into the NBL, forming a strategic partnership with expansion side South East Melbourne Phoenix.
The Hawks will provide the NBL side with financial and human services and IT management while also helping deliver the Phoenixs strategic plan ahead of their entry into the NBL next season.
The shared services model, which the Phoenix will pay for, will be worked out by the two clubs.
The Hawks are not taking an ownership stake in the Phoenix, who announced their name and colours earlier this month.
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The partnership could also help the Phoenix as they set-up and grow their membership, community and other programs with the Hawks having extensive expertise in all parts of sports management.
In the past two years the Hawks and several other AFL clubs have looked into taking ownership of an NBL franchise with the Hawks turning down the opportunity before the Phoenixs licence was awarded to US entrepreneur Romie Chaudhari, a co-owner of English Championship club Swansea City.
Set to rise: the South East Melbourne Phoenix.
“Hawthorn is a model sports club, they have a proven track record, both on and off the field, and they have set a standard we look to build into our fabric here with the Phoenix family,” Chaudhari said.
Phoenix general manager Tommy Greer praised the partnership as a key to helping establish the new franchise.
“Hawthorn is one of the biggest sporting clubs in Australia,” Greer said.
“It has enjoyed tremendous success on and off the field and has established deep roots across South East Melbourne where it has a huge following.
“We believe this strategic partnership will deliver significant benefits for both clubs but also the people of South East Melbourne who stand to be the big winners from greater investment in the region.”
Hawks chief executive Justin Reeves said his clubs roots in South East Melbourne made for a clear connection with the Phoenix.
“The NBL is experiencing fantastic growth at the moment, and we are thrilled to have aligned ourselves with an organisation like South East Melbourne,” Reeves said.
“Being the leagues newest franchise, situated in the largest basketball-participation area in Australia, Phoenix have a real opportunity to establish themselves as leaders in the NBL both on and off the court.
“This agreement will see Hawthorn provide Phoenix with the expertise, learnings and infrastructure to ensure they establish the foundations required to achieve sustained success in the NBL competition.
“Being a start-up club, there are some amazing opportunities for South East Melbourne to tap into the Hawks' expertise and knowledge, particularly in the consumer and commercial areas, to ensure Phoenix hit the ground running when they enter the competition next year.”
Reeves added the Hawks were determined to do more outside of football.
“A key strategic priority in our 2050 Vision is to diversify revenue streams for the club, and this is a way that Hawthorn is seeking to innovate in this area,” Reeves said.
“The partnership opens the door for Hawthorn to move into the realm of sports management and governance and we are really excited about the opportunities ahead.”
Roy Ward is a Sports writer for The Age.
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