The city of Geelong and its surrounding region had two large associations fighting for resources over a 20-year period.

[2] GUB manages the Geelong United NBL1 program (formerly the Geelong Supercats) in the NBL1 South[3][4] and enters teams in the Victorian Junior Basketball League (VJBL) and the Big V youth divisions.

The organisation previously managed Country Basketball League (CBL) teams[5] and the Corio Bay Stingrays in the Big V senior divisions.

[6][7][8] In March 2024, Geelong United Basketball and a consortium of local private investors from Geelong expressed interest in acquiring the Melbourne Boomers' Women's National Basketball League (WNBL) licence.

[9][10] Two months later, the license was officially transferred to GUB, which saw the Geelong United WNBL team enter for the 2024–25 WNBL season.