Boomers sign naming rights sponsor

Boomers sign naming rights sponsor

Basketball Australia (BA) has continued to defy the international downturn in sports sponsorship by procuring Golden Star as the long-term naming rights sponsor of the Australian men's basketball team, the Boomers.

Golden Star has signed on for a four-year deal, marking it as the longest Boomers’ sponsorship in over a decade.

Golden Star International Investment Pty Ltd is a Chinese company that was established in 1995 and has since focused on sports exchange and cooperation between China and Australia.  Golden Star’s business includes commercial operations in basketball and football, the organising of sports tours between Australian and Chinese sports clubs, as well as sports marketing and sponsorship development.

Basketball Australia Chief Executive Officer Larry Sengstock said the sponsorship helped build on the recent impetus the sport had been gathering as part of its continuing reform process.

“The fact that a successful international company like Golden Star has signed on to a long-term partnership is recognition that Basketball in Australia has turned the corner,” said Sengstock. “Basketball is clearly gathering momentum.  This partnership, along with the recent unveiling of OAMPS as a major sponsor of the NBL and our significantly upgraded agreement with FOX Sports, show that the business community and the public recognise the strides we have already made.  This just serves to underline the importance of the basketball reform process, and our efforts to re-establish strong links to our more than 600,000 participants and the wider community.”

As per standard BA corporate policy Basketball Australia has withheld the financial details of the agreement, but the deal has been described as “generous” by BA’s General Manager of Commercial Operations, Dominic Teakle.

“We’re extremely happy with the financial arrangement,” Teakle said.

“The agreement provides Golden Star with the ability to leverage the Boomers’ international reputation with companies in China and Australia while from BA’s perspective it enhances our presence in the large, expanding and profitable Chinese market.

“It is just one part of a four-year plan to increase the Boomers’ international program and presence and in the lead up to the 2010 FIBA World Championship it is a significant step.”

Photo courtesy of Guil Hornos for Kangaroo Photos