The Evolution of the NBL: Insights from former Commissioner Bill Palmer
Warwick Cann
Director, Mentor Coach, Coach Developer & Performance Sport consultant specializing in basketball
Dive into the NBL legacy with Hall of Famer Bill Palmer. From coaching days to TV deals and league evolution, don't miss our third interview!
In the world of Australian basketball, few figures have had as profound an impact as Bill Palmer. A Hall of Famer and a pivotal figure in the National Basketball League (NBL), Palmer has seen and shaped the league through its most formative years. In the third interview of our Australian Basketball Coaching: Coach Legend Spotlight series, Palmer discusses the evolution of the NBL, providing a fascinating deep dive into the league's growth, challenges, and triumphs.
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?This is a short summary of the third of five conversationswith Bill Palmer an NBL Hall of Fame inductee, coached in the early days with the St. Kilda Women's side, successfully winning championships there. He transitioned into the Director of Coaching with the Victorian Basketball Association and later became the NBL Commissioner for 14 years before being headhunted by Rugby League.
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the thme of the conversation was on Palmers managerial mindset and how his playing and coaching helped his managerial approach during his tenure, shedding light on the challenges and strategies he employed to navigate the NBL through the 1980s and 90s.
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Lack of NBL Statistical Record Keeping and the challenge of NBL Game Scheduling
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One of Palmer's immediate concerns upon taking the helm was improving the league's organizational structure:
?"When I took over, it was still a laissez-faire organization. It was run by a council which consisted of all the teams, very ponderous legislative system. We needed someone who knew the game from the inside out. My first tasks included getting people at games to record proper statistics."
Palmer mentions laboriously entering historical game data into a computer program and advocating for consistent statistical record-keeping, emphasizing its importance for the league’s integrity and growth.
Exploiting NBL Friday and Saturday Night Games in the 80s & 90s
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Palmer realized the untapped potential of broadcasting games on Friday and Saturday nights:
?"We came to realize the importance of Friday and Saturday night games, something underexploited up until then. Most football codes played during the day, leaving us an open field."
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Palmer discusses how some teams, like those in Sydney, successfully tapped into this potential through strategic planning and marketing to attract business people and potential sponsors.
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NBL Structural Changes and Private Ownership
?As the league grew, so did the need for a solid operational foundation. Palmer recalls:
? "Bit by bit, as we attracted private ownership, it was evident we needed to change the basis of our operation. We were initially incorporated as an association, which wasn't suitable for the league's growth."
Palmer highlights the league's transition to an incorporated company limited by guarantee, accommodating 14 shareholders, including Basketball Australia. This structure enabled better governance and the eventual implementation of a salary cap.
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NBL Venue and Merchandising Issues
?Securing venues for games was a constant struggle:
? "The immediate problem we faced was with the venues. We wanted to play on Friday and Saturday nights, but we had to compete with larger entertainment entities. If Elton John came to town, we lost our Friday booking."
Palmer explains how the lack of proper venues hindered financial stability for the teams, exacerbating issues with merchandise sales and stadium staff.
NBL League Sponsorship and Financial Stability
?Securing sponsorship was crucial for the league’s survival. Palmer fondly recalls:
?"When we started, we had an informal relationship with Qantas and a ball company, Wilson or Spalding. I was introduced to Hungry Jack’s by Eon FM, and we struck a deal for $400,000 a year — a significant amount for us then."
?The entry of Hungry Jack’s as a major sponsor was a pivotal moment. It provided the financial stability needed for the league to expand its administrative operations and improve its professionalism.
Television Coverage and Media Relations
?Television played a crucial role in popularizing the NBL. Palmer recounts the journey:
? "Initially, TV coverage was sparse and regional. We aimed to get more stations involved and eventually succeeded in getting Channel 10 to do a game a week in Melbourne and Sydney."
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The turning point came when Channel 7, under new ownership, and Channel 10 showed serious interest. These networks helped elevate the league by broadcasting games nationally and promoting local team loyalty.
Conclusion and Future Topics
?The interview concludes with Palmer reflecting on the league's progress:
? This has been the third of five interviews with NBL Hall of Famer, Bill Palmer. Bill has taken us from his early coaching days through his commissionership, detailing the league's evolution. In the next episode, we will discuss the role of television and the evolution of crowds further.
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Palmer’s insights provide a rich historical context and a deeper understanding of the NBL's significant strides over the decades.
Stay tuned for the next instalment as we delve deeper into the league's television evolution and crowd dynamics.
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By shining a spotlight on individuals like Bill Palmer, we gain invaluable perspectives on how persistence, strategic thinking, and adaptability contribute to sporting success.
lsiten to the full conversation and others here: