54 has expanded its portfolio ‘Down Under’ by becoming a partnership sales agent for the Illawarra Hawks of Australia’s National Basketball League (NBL).

From its growing Australian office, 54 will spearhead commercial asset sales management for the New South Wales-based Hawks, a historic club and founding member of the NBL, who last claimed the league title in 2001. The NBL is considered one of the best basketball leagues in the world outside of the NBA, and one of the largest and fastest growing professional leagues in Australia.

The Hawks opened their 2024/25 season with two wins before suffering a narrow 100-102 setback against the Adelaide 36ers. The club has gained recognition as a launchpad for NBA talent, including NBA Rookie of the Year in 2021 and NBA All-Star in 2022, LaMelo Ball.

Nick Haslam, Managing Director of 54 Australia, said: “54 is rapidly becoming a trusted partner for Australia’s sports entities as they focus on securing their commercial futures. Our combination of local expertise and global reach is proving to be a powerful asset.

“We’re thrilled to enhance the Hawks' profile both at home and abroad, driving commercial success alongside their on-court achievements. Partnering with one of Australia’s premier basketball clubs presents an exciting avenue for brands to connect with audiences in this dynamic, fast-growing sport. We’re committed to showcasing the strong return on investment that comes with backing the Hawks.”

Sam Attrill, General Manager of Commercial, Illawarra Hawks, said: “Partnering with 54 provides our team with widespread connectivity across a broad network of entities within Australian sports and we are already seeing promising results.  

“Their strategic sales approach is detailed, professional, and will support our sustained commercial growth moving forward."

54 Australia has been a key contributing partner for LIV Golf Adelaide, crowned the world’s best golf event at the 2023 World Golf Awards, and also enjoys commercial and strategic relationships with the likes of Asahi, Accor, South Australian Tourism Commission, Thomas Foods, MG and La Roche Posay.

‍