Sydney Kings launches integrated ‘Rise With Us’ brand platform via Dentsu Aegis Network

| | No Comments

NBL team, the Sydney Kings, have come together with Dentsu Aegis Network to celebrate the club’s 2019-20 season with a new platform, ‘Rise With Us’.


‘Rise With Us’ is the first work to be delivered by BWM Dentsu and Vizeum since the Group secured the account in August.

Taking a refreshed direction for the Kings, ‘Rise With Us’ amplifies the pure entertainment experience and inclusivity that the club values, and highlights the significance of basketball within sports, music, media and culture.

Launch content, including film, digital, social, stadium and out of home, celebrates Kings players and fans as they revel in the shared passion and spectacle of a live game experience, against the soundtrack of original theme song, ‘WE THE KINGS’.

‘WE THE KINGS’ is a result of a collaboration between home-grown, ARIA-nominated artist L-FRESH The LION, producers Zig Parker and Solo, and several Kings players. Combining their shared love of basketball and Western Sydney roots, the anthem reflects the Kings’ unique DNA.

Says Paul Smith, chairman, Sydney Kings: “Entering into a strategic partnership with Dentsu Aegis Network is a truly fortuitous event that has allowed us to use best in class agencies across creative and media buying combined with our own long-term experience in marketing sport. I think the outcome is a winning formula for the Kings.”

Says Henry Tajer, CEO, Dentsu Aegis Network ANZ: “The Kings are fuelled by passion and inclusivity, and place their fans at the very heart of things. ’Rise with Us’ perfectly embodies the Kings’ ethos and marks the beginning of a long-term strategic brand positioning partnership that we’re proud to be part of.”

‘WE THE KINGS’ by L-FRESH The LION available on streaming services here.

‘WE THE KINGS’ by L-FRESH The LION lyric video below:

Client: Sydney Kings
Creative agency: BWM Dentsu Group (Dentsu Aegis Network)
Media agency: Vizeum (Dentsu Aegis Network)
Film Direction and Production: Conti Bros Films
Audio Post Production: Rumble Studios
Music Supervisor/EP: Sharika Toth and Michael Gie
Song, We The Kings:
Artist – L-FRESH the LION
Artist Management – Craig Treweek
Producers – Zig Parker and Solo
Recording Studio – Studios 301