Adelaide Crows and 36ers in talks about joining forces

TWO of South Australia’s biggest sporting clubs, footy’s Adelaide Crows and basketball’s Adelaide 36ers, are in talks about joining forces.

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TWO of South Australia’s biggest sporting clubs, footy’s Adelaide Crows and basketball’s Adelaide 36ers, are in talks about joining forces.

Discussions have centred on a commercial partnership that may lead to the Crows owning a stake in the NBL club that is one win away from this season’s grand final.

According to multiple sources, talks have been ongoing and positive but nothing has been signed.

The NBL is aware of the talks.

While both parties declined to comment when contacted by The Advertiser this week, the Crows stressed that an ownership proposal had not been discussed.

Adelaide 36ers star Nathan Sobey celebrates during the NBL semi-finals match against the Perth Wildcats in Adelaide on Saturday. AAP Image/Kelly Barnes

While not a Barcelona-style super-club arrangement, it’s understood the proposed partnership between the Crows and 36ers would include marketing and membership cross-promotion, shared resources and would provide the Crows with an international reach.

Apart from basketball being an international sport, the 36ers have close ties to Singapore, where owner Grant Kelley has done business and where the team played and won the Merlion Cup in the off-season.

The Crows have made no secret of their off-field strategy to find “new revenue streams” as evidenced by acquiring an eSports team last year.

AFL clubs are increasingly venturing into other codes. Collingwood and GWS last year launched netball teams in the national competition, while the NBL has spoken with AFL clubs about fielding teams in an expanded league next year.

Crows star Eddie Betts celebrates a 36'ers 3-point shot during the semi final match against the Perth Wildcats in Adelaide. Picture: Paul Kane/Getty Images

Last week the Crows announced a $3.43 million profit from last year and chief executive Andrew Fagan and chairman Rob Chapman said there would be a focus on “growth, building non-traditional revenue streams and exploring new fan engagement opportunities” in the coming year.

“We are looking around the world for such opportunities,” Chapman said.

The 36ers hosted Mr Fagan at a home NBL game in December and superstars Eddie Betts and Sam Jacobs are regular courtside spectators as 36ers ambassadors.

Former long-serving Crows chief executive Steven Trigg has also been a guest at the 36ers for their past two games but is not linked to the discussions between the two clubs.

In 2014, the GWS Giants formed a partnership with Big Bash League franchise the Sydney Thunder, under which the two clubs share training and administrative facilities at Olympic Park.

The Crows have previously held a contract with the NBL to produce videos for the 36ers and have worked with other sporting teams in the city on content production.

Crows star Sam Jacobs attends Adelaide 36ers matches regularly as the basketball team’s ambassador. Picture: Paul Kane/Getty Images)

Mr Kelley — a Harvard MBA — would not comment on speculation about the Crows talks, but in a wide-ranging interview spoke about the likely expansion of the NBL next season, the 36ers’ position in the basketball landscape and the future of the Adelaide Lightning WNBL side.

The Sixers have averaged 6514 people per home game this season, which is the third-best attendance in the league.

“I’m supportive of the growth, but what’s crucial is that the quality of games remain as high as they are,” Mr Kelley said.

“Larry Kestelman has done a great job building the league and I think we should be proud of the product. So I’m in full support of expansion, provided we don’t compromise the quality of the product.

“Whether that’s footy clubs getting involved and selling memberships through their distribution networks, or alliances basketball has with other groups to promote the sport, I’m completely in favour of that.

Cartoonist Jos Valdman’s take on the talks.

“Adelaide will always be a one-team (NBL) town, but the bigger cities can probably have additional franchises, definitely.”

Mr Kelley confirmed that the 36ers would not pursue the opportunity to play an NBA pre-season game like Sydney and Melbourne did last year because of the club’s strong links to Singapore and the Merlion Cup.

He was also “very happy” with the commercial position of the 36ers and pointed to a growth in crowds, new sponsors and being well led by new chief executive Asa Cowell.

“I’m delighted with where the club is, for sure there is more work to be done, but we’re on the right track and we will get there,” Mr Kelley said.

The 36ers flew to Perth on Wednesday for game two of their NBL semi-final against the Wildcats on Friday night.

They lead the best-of-three series 1-0 after a 35-point win on Saturday.