South East Melbourne Phoenix
South East Melbourne Phoenix has become one of the most recognisable clubs in the National Basketball League (NBL). As the newest franchise, the organisation represents the Heartland of Australian basketball—a region known for decades of strong participation, local club culture, and competitive spirit. The Phoenix’s mission extends beyond results on the court. It is a club that emphasises community connection, youth development, and accessible pathways for young players across Victoria.
The Phoenix identity is strongly tied to its community. Rather than simply representing South East Melbourne, the team considers itself an active part of the region. This approach is evident through its school programs, junior development camps, and presence at major community events.
South East Phoenix
The Phoenix’s work in schools is another major part of their outreach. GameTime by Kmart brings NBL-style excitement into primary school yards. Students take part in clinics, meet Phoenix players, and even join friendly matches against the team. Supported by Kmart, the program includes singlets for all participants—often becoming a highlight for students who look up to the NBL’s rising stars.
Community presence extends into regional areas as well. Recent visits to Gippsland included clinics, Q&A sessions, and school presentations, where players spoke about wellbeing, teamwork and motivation. For many students, it was their first close-up experience with professional athletes, reinforcing the Phoenix’s effort to make basketball accessible across Victoria.
The club also invests in its future through the PNX Foundation, which aims to strengthen basketball by funding coaching, talent pathways, and community programs. Contributions support performance, athlete development and long-term sustainability for the franchise—ensuring South East Melbourne remains a major hub for the sport.
On game days, fans experience what the club calls the “Fire Pit” atmosphere at John Cain Arena. The organisation also offers premium hospitality packages for businesses and supporters looking for a closer connection to the action. For those wanting to be involved behind the scenes, the Heartland Crew volunteer group provides roles across game operations, corporate events, and on-court assistance. Several volunteers have even transitioned into full-time club roles, showing the Phoenix’s commitment to developing people—not just athletes.
Basketball In Victoria
One of the club’s standout initiatives is Heartland Hoops, a series of basketball camps operating across January school holidays. Held in Somerville, Mornington, Donvale, Knox, Bentleigh, Broadmeadows and Pakenham, these sessions are designed for children aged 5–12. The focus is on fundamentals, teamwork, and enjoyment, with all participants receiving exclusive Phoenix merchandise.
Further development opportunities are set to expand through Phoenix Collab Camps, as well as junior day camps aimed at beginner to intermediate level players. These programs give young athletes an affordable entry point into basketball and encourage wider participation across the region.
Victoria’s long-standing basketball culture is one of the strongest in Australia, and the Phoenix plays an important role in supporting its growth. With the region’s extensive network of domestic clubs, school programs, and elite development pathways, South East Melbourne continues to produce young talent and attract strong fan involvement.
The presence of a professional team in the region helps maintain that momentum. Phoenix programs aim to strengthen participation from early childhood through to competitive levels. By working closely with recreation centres, stadiums and schools, the club ensures that basketball remains visible, accessible and well-supported.
South East Melbourne Phoenix’s vision is simple: deliver competitive NBL basketball while contributing positively to the community that supports them. Through development camps, school events, regional outreach and the PNX Foundation, the club embraces its role in shaping the future of basketball in Victoria.
