Crest Sport and Entertainment Announce Investment in the East Asian Super League

Crest Sport and Entertainment (Crest), the ownership group of the NBL's Illawarra Hawks, are pleased to announce a significant investment in the East Asian Super League [EASL], making Crest Sports and Entertainment one of the organization's largest shareholders.

The East Asian Super League was founded to create Asia's premier basketball league while elevating the sport in the region. The EASL combines elite teams from the leading competitions in Asia with a focus on best-in-class production, media, and content creation.

The partnership will allow Crest to develop training programs exclusively using the EASL brand in Australia. The program will be underpinned by an EASL Academy or academies charged with developing the next generation of EASL athletes. Crest hopes to establish the first of these academies in Australia.

Once this academy is established, and with an eye toward the Brisbane Olympics in 2032, Crest intends to work with The EASL, The Illawarra Hawks and international basketball programs in hosting youth basketball combines for teens aged 14-19 from Australia, Greater China, Japan, New Zealand, the Philippines and Korea.

Crest identified the EASL as a vehicle to extend the Hawks brand into new markets while adding value to the club's list management, development pathways, and commercial programs in the seasons to come.

Crest Chairman and Illawarra Hawks Managing Director Jared Novelly welcomed the partnership between the two organisations.

"East Asia Super League has built an unrivalled brand from scratch in a short time. Our leadership in this space reflects our confidence in the incredible growth opportunities associated with top-quality basketball media entertainment in Greater China, Japan, Korea, the Philippines and beyond, including the opportunity to bring the best Asian basketball to the world,” said Novelly.

"Establishing an EASL Academy in Australia will further strengthen the relationship and nurture the next generation of Asian/Pacific basketball talent.”

"Crest Sport and Entertainment have always taken a long-term approach with our management and plans for the Illawarra Hawks. We see opportunities such as the EASL and other sports and entertainment properties as pivotal investments in the franchise's long-term success."

EASL Chief Executive Matt Beyer discussed the significance of the announcement and the ability to expand the operations of the EASL organisation further.

“Australia has become a prominent location for basketball excellence, and the recent announcement of The Brisbane Olympic Games in 2032 is certainly exciting news for all basketball players and fans in the Asia-Pacific region. In partnering with Crest and The Illawarra Hawks in Australia, we are confident that we will be able to grow the great game of basketball across this region.”

About the EASL

East Asia Super League’s (EASL) founding mission is to create East Asia’s premier basketball league while elevating the sport in the region. EASL’s vision is to become one of the world’s top three professional basketball leagues in terms of fan base and commercial revenue by 2025.

EASL operates with a 10-year agreement with FIBA, the world governing body for basketball, granting FIBA Asia’s recognition. The champions and runners-up from the previous Japan B.LEAGUE, Korea KBL and Philippines PBA seasons qualify to compete in EASL. The Greater China representatives are the newly formed Bay Area Dragons and the championship team from Chinese Taipei’s P. LEAGUE+.

For more information about East Asia Super League, please visit www.EASL.basketball or any of our social media channels.