AFL powerhouse Hawthorn to join forces with NBL expansion club South East Melbourne Phoenix

AFL heavyweight Hawthorn will dip a toe in the basketball pool, joining forces with NBL expansion side South East Melbourne Phoenix to become the first AFL club to venture into the ever-growing basketball market in Australia.

South East Melbourne Phoenix’s colours and logo.

AFL heavyweight Hawthorn will dip a toe in the basketball boom, joining forces with NBL expansion side South East Melbourne Phoenix.

The NBL and Hawthorn will confirm the “strategic partnership” on Wednesday, with the Hawks set to help put the Phoenix on the map in the region.

The Hawks see the NBL as an opportunity to diversify revenue streams, a key part of the AFL club’s 2050 Vision, and step into the sports management and governance sphere.

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This new deal could open the door for the Hawks to one day own a slice of the Phoenix.

Los Angeles-based Phoenix owner Romie Chaudhari brokered the landmark deal making Hawthorn the first AFL club to partner with an NBL team.

“They’re a model sports club, they have a proven track record, both on and off the field,” Chaudhari said.

“They have set a standard we look to build into our fabric here with the Phoenix family.”

Phoenix head coach Simon Mitchell, general manager Tommy Greer, Deputy Premier James Merlino and NBL chief executive Jeremy Loeliger at the launch of the new NBL club. Picture: Getty Images

The Hawks were among several AFL clubs, including Essendon, who explored NBL ownership options when the league floated the ninth franchise.

Essendon and Adelaide went on to acquire eSports teams, with the Crows also buying rights to the Adelaide Bite, of the Australian Baseball League.

Hawthorn chief executive Justin Reeves said the agreement is an exciting venture for the club.

“This agreement with South East Melbourne Phoenix is a fantastic opportunity for our club to leverage the wealth of expertise that we hold in the field of sports governance,” Reeves said.

“The NBL is experiencing fantastic growth at the moment, and we are thrilled to have aligned ourselves with an organisation like South East Melbourne.

“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.”