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  • Writer's pictureOli Shawyer

Learning from others: NBL

Not even a decade ago, National Basketball League owner Larry Kestelman took the NBL from being a competition that almost didn’t exist, to one that is now somewhat a powerhouse and Australian poster child of commercial savviness.

Whilst short, I came across the above interview with him recently and borrowed some key learnings for all of us working in marketing:

  • Know your audience: Larry emphasises the importance of understanding the audience you are trying to engage with and creating content that resonates with them.

  • Stay agile and innovative: Kestelman emphasises the importance of being agile and adapting quickly to changes in the industry, as well as being innovative and pushing boundaries in order to stay ahead of the curve.

  • Focus on the fan experience: Kestelman highlights the importance of creating a great fan experience both at the game and online, by providing high-quality content that engages and entertains fans.

  • Build partnerships: Kestelman emphasizes the importance of building strong partnerships with key stakeholders, including players, broadcasters, and sponsors, in order to create a successful and sustainable sports business.

  • Take risks: Kestelman encourages sports entrepreneurs to take risks and be willing to try new things in order to grow and innovate within the industry.

Overall, the key message from is that success in the sports industry requires a combination of strategic thinking, creativity, and a willingness to take risks and adapt quickly to changes in the industry.


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