Living a dream 30 years in the making: Why Sansoni is committed to Melbourne hoops

Dating back 30 years, NBL has commanded a special place in the heart of Aaron Sansoni.

Having attended his first game back in 1995; a clash between the Tigers and Kings, it was love at first sight for the Melbourne-born and raised entrepreneur.

“My mum had saved on a single income to surprise me with those tickets because she knew how obsessed I was with basketball,” he said.

“I was completely glued to it. I still remember the atmosphere—the noise, the energy, seeing the best players in the country compete in a packed stadium.

“That night stuck with me. It made the game feel real, like something I wanted to be part of.

“From there I played constantly - domestic, representative, Big V, and even a season in Ireland.

“And even now, when I get the chance, I still love running around in the local over-35s dads comp pretending I’ve still got it.”

Flash forward to 2024, Sansoni jumped at the opportunity to help continue the ascendance of basketball in his home city, becoming an owner of Melbourne United.

With two Grand Final appearances in his first three seasons, it’s been a rollercoaster ride thus far, but having personally built a $300 million private equity firm (Sansoni Management) and a global personal brand, he's ready for the challenge and can see the long-term vision for the club ahead of NBL27.

“What excites me most is the combination of a strong foundation and a huge growth runway. I'm very focused on long-term value creation - commercially, culturally, and on the court.

“I see Melbourne United as more than a team: It’s a premium sports and entertainment brand with the potential to grow significantly over the next decade.

“The NBL is entering a real growth phase, and we believe we’ll continue seeing record growth across attendance, partnerships, and fan engagement.

“At the core though, it stays simple: compete for championships, help grow players fans genuinely connect with, and deliver an experience people want to keep coming back to.”

Sansoni’s passion and love for the sport, and for his club, is as strong now as it was at its inception in 1995.

This can be seen on full display at each Melbourne United home game, where he can be seen energetically cheering on the team from his seats courtside.

“I might be an owner, but when the ball goes up, I’m just a fan riding every moment.

“What I’ve learned quickly is how emotional the journey is. You can talk strategy, structure, and long-term plans - but when you’re sitting courtside, none of that matters in the moment.

“Losing two Game 5 series in a row was tough. But that’s sport. It keeps you honest. And that’s also what makes it so compelling - there’s always another season, another run, another opportunity to get it right.”

The only way to make sure you’re there to see every second of the action across NBL27 is by becoming a Melbourne United Member. Click here to find out more.

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