Sean Callanan chats with Lawrence West from National Basketball League (NBL) about his career in Hockey, Olympics, museums, sponsorship & now his role in sponsorship at the NBL.
On this podcast you'll learn about:
- Lawrence West on how he started his career in sports and his current role at the NBL
- What it is like to work in an Olympic sport
- What is the NBL Next Stars program is and how it brings fresh new talent into the NBL
- The effect of Andrew Bogut's return to Australia to plan in the NBL
- The attention the Ball family will bring to NBL with La Melo playing for the Hawks
- NBL's new broadcast agreement with ESPN and SBS and why it is an important step forward
- NBL exploring plans for expansion in Tasmania
- How NBL1 works to reach grassroots basketball and why the data is so important
Listen to Lawrence West on Sports Geek
Lawrence West on how NBL's growth
NBL is very much been the challenger to or has looked itself certainly as a challenger to some of the more established codes in this country. But when you look at it now and I think where we're all keen to say we're standing on our own two feet where we're a genuine competitor to those of more established leagues whether that be BBL, AFL and NRL.
Lawrence West, National Basketball League
About Lawrence West
Lawrence West has been working in the International and Olympic sport for more than a decade. He is currently the Commercial Manager for National Basketball League.
Shortly after finishing his sports marketing course at the University of Strathclyde, he joined England Hockey as a PR & Communications Assistant. He was then promoted to Communications and Sponsorship Manager where he oversees the organisation's external communications and media activities. He also managed their sponsorships and partnerships that contributed to the success of the London Olympics in 2012.
In 2013, Lawrence and his wife decided to move to Australia and start anew. This opened the doors for an opportunity to join Hockey Australia as a Communications Manager which established his sports career in a new country. Four years after his stint at Hockey Australia, he moved on to becoming the Corporate Partnerships Manager for Museums Australia wherein he led the corporate partnerships engagement and delivery for Museums Victoria, including thedevelopment of the corporate partnerships strategy and the fostering of new partnerships forMelbourne Museum, Scienceworks, and the Immigration Museum.
Lawrence's diverse commercial experience working across roles covering sponsorship and commercial partnerships, marketing, communications, events, brand, PR and media relations has made him an integral part of the NBL organisation.
Resources from the podcast
- Connect with Lawrence West on Twitter @lawrencecw, Instagram and LinkedIn
- Learn more about NBL on Twitter @NBL, Facebook, Instagram and LinkedIn
- Some related articles about NBL you might want to read:
- Some Sports Geek episodes you might be interested in:
- Jeremy Loeliger on rebuilding the NBL brand – CEO series
- Sally Phillips connecting kids with WNBL’s elite
- Rebranding a sports team with Vince Crivelli from Melbourne United
- Download the SG Esports Connecting brands with esports report here
- Need help with your team or athlete's digital? Go to Sports Geek Social Media Athlete Training
- Learn more about Sports Geek's Digital to Dollars process
- Loved this podcast episode? Leave us a review on Apple Podcasts
- Join Sports Geek Nation to connect with sports business executives across the world
Highlights from podcast with Lawrence West
3:56 Lawrence West on breaking into the sports business industry
7:47 Developing Hockey Nation and building a sports project for London Olympics 2012
9:43 Lawrence on moving from London and landing a spot in Hockey Australia
13:29 Exploring commercial and partnerships with Museums Victoria
22:53 How the new broadcast agreement with ESPN and SBS came about
28:27 What is the effect of Andrew Bogut’s return to NBL
31:52 The NBL Next Stars program and what opportunities it is bringing to the league
35:30 How LaMelo Ball’s signing with Illawarra Hawks affected jerseys and membership sales
38:43 NBL’s expansion plans in Tasmania
42:48 How NBL1 helps reach the grassroots basketball
45:40 How they are using their independent audience data to create content or products that fans or partners want to see
49:25 Sports Geek Closing Five
56:39 Join Sports Geek Nation now! Go to SportsGeekNation.com/connected
Some tweets you may have missed:
Cute flashback with Shaq
When JACK met @SHAQ.
Flashback to 1997, when @MelbUnitedHQ's newest signing, @jackpurchase6 wasn't too happy about meeting Shaquille O'Neal 😂 #NBL20 pic.twitter.com/noodq1l53F
— NBL (@NBL) August 9, 2019
Best of luck in the International Games
The @BasketballAus Boomers' preparations continue ahead of the upcoming International games and @FIBAWC…
Assistant coach David Patrick and @ChrisGoulding43 spoke to the media about the camp so far 🏀🦘🇦🇺 pic.twitter.com/ERgnMMka6o
— NBL (@NBL) August 5, 2019
The LaMelo Ball announcement
A whole new Ball game.
LaMelo Ball (@MELOD1P) will be joining the @illawarrahawks as another Next Star in #NBL20 ✨
More at https://t.co/lAL6G6jSoo pic.twitter.com/WPgjNhcrQY
— NBL (@NBL) June 17, 2019
Talking about the ‘Bogut effect'
The one we've all been waiting for, @andrewbogut is your #NBL19 Most Valuable Player 👑🏆 #NBLAwards pic.twitter.com/udOxcdsrIM
— NBL (@NBL) February 17, 2019
Good partnerships built with NBA
They absolutely killed it at @NBASummerLeague with their coverage of all the hoopers we wanted to see, but now we present the bloopers that @camluke & @Liam_Santa didn't want you to see 😂👀 #NBLxNBA pic.twitter.com/vxuqHazSkK
— NBL (@NBL) July 20, 2019
Pick my brain
Want some help on a campaign, sponsorship or content but don't know where to start? Book in a time with Sean Callanan for a Pick my brain session.
The Pick my brain session is a two hour consulting session via GoToMeeting where you can get Sean's thoughts and opinions on ticketing or sponsorship campaigns, campaign development and digital content review.
See you at SEAT in Salt Lake City
Join us at SEAT Conference in Salt Lake City Utah on July 14-15 2023. Many of our podcast guests are SEAT attendees.
SEAT is the conference where sports technology executives unite to discuss and solve the tech problems the sports industry is facing. Collaboration across multiple tracks of technology, digital and data has helped the sports industry deliver improvements across stadium access, wi-fi, security, fan engagement, social media, digital content, ticketing and sponsorship revenue. Sean Callanan, Sports Geek