Flames and Kings continue to Reclaim the Game

September 25, 2023 | Sydney Flames news

Hoops Capital teams – the Sydney Flames and Sydney Kings – have been joined by the Illawarra Hawks as partners in the NSW Government’s Reclaim the Game program, offering fans a new chapter to enjoy the National Basketball League (NBL) and Women’s National Basketball League (WNBL) without being bombarded by betting ads.

Liquor and Gaming NSW policy and programs acting executive director, Natalie Wright, said the Reclaim the Game partnerships allowed fans to watch the game and barrack for their favourite clubs, with less distraction from sports betting advertising.

“We are pleased to see the collective commitment to Reclaim the Game, which challenges the normalisation of sports betting and advertising in sport,” Wright said.


“For all NSW-based NBL teams to take this stand sends a powerful message, especially to younger fans.

“You can watch and enjoy basketball for the action, rather than the odds.”

Under this initiative, the Kings, Flames and Hawks have all pledged to decline sports betting sponsorships and help reduce the amount of betting advertising in the NBL and WNBL for the next two seasons.

As well as the clubs, the fans are also on board with a Reclaim the Game survey revealing that 86 per cent of Kings’ supporters and 93 per cent of Flames fans believe excessive gambling advertising is concerning.

“By adopting a clear stance around responsible behaviour toward gambling, our organisation stands as one in support of our players, our community, and the integrity of sport. It’s simply our responsibility,” Hoops Capital majority owner and chairman Paul Smith said.

The NSW Government’s Reclaim the Game program has been a huge success boasting 10 partners across 16 teams in five sporting codes including AFL, NRL, A-League and cricket.

The initiative has reached millions through more than 200 home games on TV and in stadiums.

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