Flames announce Victoria Denholm as president

December 4, 2022 | Sydney Flames news

Hoops Capital is further igniting the Sydney Flames and women’s basketball in Australia with the announcement of Victoria Denholm to the position of president of the WNBL team.

Ms Denholm will take leadership of the Sydney Flames off the court for the 2022-23 WNBL season. The Flames were re-launched in August with a new look, new name, new brand and a new home at the Quaycentre at Sydney Olympic Park.

A director of the Wollemi Capital Group which took part ownership of Hoops Capital last year, Ms Denholm is a passionate advocate for women’s sport.


“The past year has been a historic one for female athletes in Australia. From Ash Barty – to the AFLW and NRLW, mainstream sports media have been consuming more women’s sports than ever before. Building off that momentum, there is a massive opportunity for us to create a buzz around the Flames in Sydney and to reach new audiences this season,” Ms Denholm said.

“As an organisation, we have invested in upgrading the team facilities and moving games to the Quaycentre. The talent we have on the court this season is impressive. After winning a championship with the Kings this past season – the challenge is on for the Flames to get one too.

“I am excited to bring a fresh perspective in my role as president to everything we do – from merch to game day. I am a passionate advocate for women in sports and want to lead this incredible team to deliver results this season. Professionally, I am excited to have the support of ownership and especially Paul (Hoops Capital chair Paul Smith) to try new things and build on the Flames’ appeal to engage new audiences. “

Through her work with Wollemi Capital Group Victoria is focused on having a positive impact on the climate, gender equity and community.

With a Masters in Commerce-Business Analytics (UNSW) and BA in International Relations and Economics (Boston University), she has a keen interest in early-stage tech start-ups. She has leveraged roles in government and big corporate to help start-ups scale – including time with KPMG High Growth Ventures, NSW Treasury and Austrade based in San Francisco.

Hoops Capital majority owner and chairman Paul Smith said the appointment of Ms Denholm to the newly created position was an important step in the future growth of the Sydney Flames.

“The announcement is a clear demonstration of our commitment to the Flames program and to the WNBL,” Mr Smith said.

“In the role, Victoria will be working with the ownership group, the management of the Flames and coach Shane Heal to ensure we are living up to our mantra of ‘two teams, one club’.

“This is all about getting the best possible structure around the team to ensure the best possible chance for success.”

Ms Denholm also said honouring the history of the Flames, who have won four national titles since their inception in 1981, was an important focus.

“When we first joined the Flames ownership, I had the opportunity to meet Carrie Graf and Michelle Timms at a game in Melbourne,” Ms Denholm said.

“Hearing these two Australian Basketball icons speak so fondly of their time up in Sydney really was a surreal moment for me – learning more about the rich history and legacy of this ball club.

“I’m so humbled to be part of this next chapter for the Flames – but also want to do my best to not lose sight of the amazing women that have been part of this franchise in the past.”

The Flames’ home schedule this year consists of six stand-alone games at the Quaycentre and four doubleheaders with the Sydney Kings at Qudos Bank Arena.

The Flames will play in the first double-header clash at Qudos Bank Arena today, following the Kings-Adelaide game with a clash against the Bendigo Spirit at 4.30 pm.