With over 10,000 players on court each week, Geelong United Basketball (GUB) is using Glory League to build a stronger, safer, and more inclusive basketball community. Discover how they support every player, improve behaviour, and deliver more value – on and off the court.
Geelong United Basketball (GUB) was formed six years ago through the merger of two local associations. With over 10,000 players weekly, GUB operates eight courts across two stadiums and serves a broad community, offering programs for all ages and abilities. The organisation is also home to 20 affiliated clubs and a growing Pathways program, with 60 teams competing statewide. This year, for the first time, they entered a team in the Women’s National Basketball League (WNBL).
For GUB, any partnership must align with the organisation’s core values. Mark Neeld, CEO of Geelong United, explains,
“We exist to promote lifelong activity... We want to be inclusive and united.”
This commitment aligns seamlessly with Glory League, which has been installed in their stadiums for six years. Neeld continues, “It’s inclusive for our community… It’s not just the more talented kids that get the glory – everybody gets it.”
Neeld shares the positive feedback they receive: “We get inundated with parents who say, thank you for having the camera, because it's a way that their children connect with their grandparents or extended family. They send the link to Nana and Pa or aunties and uncles.”
The technology’s benefits extend beyond player experience, promoting a safer and more accountable environment. “We have a zero-tolerance policy for bad behaviour towards referees... Glory League recordings help us resolve disputes by removing any grey area,” Neeld explains.
This has a significant impact on referee retention, with Neeld adding, “Referees knowing that they can call people on their behaviour and they get supported with the Glory League video has a big impact.”
For both players and coaches, Glory League serves as a powerful tool for self-coaching and team development.
Neeld notes, “It’s a way to get better and improve play... The ability for coaches to review play is one of the reasons people want to play in the stadiums with Glory League installed.”
For younger players, the excitement of seeing themselves on camera is also a major draw. “We see the highlights shared all over social media... They repost it, tag it, share it. They just love it,” says Neeld.
Glory League’s advertising revenue has been instrumental in helping GUB offset costs, keeping ticket prices lower for participants.
“We can sell the marketing ability of Glory League as a real asset... It pays for itself... it’s really valuable,” Neeld explains.
With over 100 financial partners, GUB uses data from Glory League to prove strong engagement.
Neeld shares, “The average stay on Glory League for our participants is over 12 minutes! 75% of our participants use it... our Click-Through-Rate was 82%!”
This data boosts sponsor confidence, with Neeld adding, “The ones that advertise on Glory League are the easiest to renew.”
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As an affiliated organisation with Basketball Victoria, GUB ensures transparency.
Neeld states, “Participants know they can be filmed or photographed... It’s all regulated and transparent for the players and their families.”
Glory League has been a game-changer for GUB.
“It’s beneficial, very efficient and does what it says it’s going to do... We would definitely recommend Glory League to other Basketball Associations.”
