CEO ready to tell the new Australian basketball story

Newly appointed Basketball Australia CEO Anthony Moore is gearing up to capitalise on the recent success of Australian basketball players overseas to develop and promote the game domestically.

His appointment comes during an exciting yet critical phase of development for basketball in Australia. Coming off the back of what has been a tough and testing period for our domestic competitions, the NBL and the WNBL, Moore will need to draw on all his strategic nous and experience if he hopes to return the game of basketball in Australia to its former glory.

Just from what he has stated already, the future of Australian basketball seems to be in the hands of the right man.

Anthony Moore assumes the role after more than 20 years of commercial experience in elite sporting organisations.

During the mid-1990s, Moore founded a licensing program off the back of Michael Jordan and the Chicago Bulls’ popularity to establish NBA Australasia (now NBA Asia). He then became Advertising and Licensing Manager for Cricket Australia when Steve Waugh was captain of one of Australia’s greatest Test sides during the early 2000s.

Building on this experience, Moore has worked for 10 years at both the pinnacle and nadir of AFL administrations. He experienced unforgettable highs with St. Kilda during two consecutive grand final experiences in 2009 and 2010 but also an incredible low with Richmond during their 2004 wooden spoon year.

Basketball Australia Chair Scott Derwin said more than 130 people applied for the job, vacated by former NSW Premier Kristina Keneally after less than two years.

Derwin spoke highly of the new CEO; “Anthony has an intimate knowledge of our sport and our stakeholders thanks to his own experience in basketball administration and his personal passion for the game.”

So what should first be on Moore’s agenda as the new CEO?

The first item he believes is to improve the way the sport tells its story.

“We need to get better at telling the story and realising the difference between a rhetoric message and a strong message,” he stated, avoiding the usual reference to basketball participation numbers nationwide.

Opals star and WNBA Player Liz Cambage wants the profile of women’s basketball to be boosted.

Before Moore’s appointment Cambage stated, “When worlds are done I’d like to sit down with whoever our CEO is, and see where we can take the sport.”

The NBL is now run as an independent entity, yet the WNBL is still operated by Basketball Australia and many are critical of the lack of promotion of the league.

Moore believes again it is about framing the narrative.

“In round three [of the WNBL] we have Lauren Jackson playing against Liz Cambage in Canberra on a Saturday afternoon. That is two of the best players in the world playing against each other – it’s Lockett v Dunstall.”

“We have to ask how can we sell that and inspire some discussion? We need to look at the fixture in commercial terms and we also need to make sure we are playing at the most accessible times.”

In addition, Moore is prepared to harness the success of Australian players overseas.

“A few weeks ago Patty Mills and Aron Baynes made an in-store appearance in Melbourne and had people lining up around the block just to see them. ” Moore said.

“We need to bring more money into the game and make the inaccessible accessible. We need the Boomers and Opals playing here as often as we can.”

Moore understands that while these visits may seem small, often they act as a significant marketing platform for increased momentum and support.

Another area Moore wants to bolster is the promotion of the sport’s elite young athletes, including new NBA draft picks Dante Exum and Cameron Bairstow, the profile of European League and WNBA players, as well as the estimated 400 Australians playing in US college basketball.

Most importantly, Moore said his aim was to make sure basketball is the “sport of choice” for Australian families.

“We have a great product, we have to showcase it to corporate Australia and say we can deliver your brand to a million players and their families.”

“Together with our colleagues throughout the entire Australian basketball community, our key task is to continue the growth of the sport at the community level to ensure that basketball remains everyone’s game,” he said.

Moore clearly has a real passion for the game of basketball. From volunteering as a parent and coaching at a grass roots level right through to establishing the foundations for NBA Asia, he understand that current state of Australian basketball and sees immense potential and opportunity.

“Australian basketball has a wonderful heritage both here in Australia as well as internationally and I look forward to telling our story to new players, our existing players and fans, and importantly, to corporate Australia.”

Above all, Moore has a vision and he has ambition.

Already he understands his responsibility to promote the talent and status of our emerging and existent stars with the overall goal of improving and developing basketball nationally from the grassroots.

Let’s hope Moore can re-write the Australian basketball story and secure the future of the game for years to come.