Basketball is on the rise in Australia
Key stakeholders across the sport, including the NBL, WNBL, NBA, national and state bodies, and community leagues, are not only driving this momentum but reaping the benefits.
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
Last chance to purchase your tickets!
Planning on coming to our first ever sports industry networking event? Grab your last-minute tickets HERE
Date: Thursday 6 March
Time: 3:00pm - 6:30pm
Location: Melbourne
Venue: Royal Saxon, 545 Church St, Richmond
Who’s attending?
People from top organisations such as: Bastion, Victorian Government, Essendon FC, Mattel, National Basketball League, FutureLabs, TGI Sport, Handy Squid, Medibank, Harry the Hirer, Western Bulldogs, Golf Australia, Melbourne FC, Atlassian, Melbourne & Olympic Park, Collingwood FC, Graffiti, SportsCloud Australia, Hockey Victoria, Red Exhibition, Australian Sports Foundation, basketball.com.au, Kode Group, Marvel Stadium, School Sport Victoria, MAAKE, Analyst Economy / Scout, Tradable Bits, Max Events, Australian Football League, Cricket Australia, Deakin University, iReel, Crown Resorts, Bursty, Spacecube, Tennis Australia, Max Events, Rinnai, Melbourne University...
Plus people who are: Popular podcasters, Founders, Freelancers, Graphic designers, Recruiters etc.
We're pumped to be working alongside friends Stephanie Willox and Darcy Keighran from MEE Agency to deliver this event.
Thanks to our partners 🤝
Asahi Beverages who is helping make Happy Hour, extra special – get there early for Free Asahi Super Dry or Good Tides Seltzer on arrival (3–4 PM)
Peak Install who is supplying signage to dress up the space.
Creative Friend Studio who has kindly produced our incredible event branding.
Prince Sports & Entertainment for helping spread the word.
Looking forward to connecting over a drink! Cheers 🍻 🥂
North Melbourne FC officially launched the 2025 Good Friday SuperClash and welcomed leading global toy and family entertainment company Mattel (Brand portfolio: Barbie, Hot Wheels, Uno) as the presenting partner
Kia Australia renewed its major partnership with the Brisbane Broncos until 2029 and its logo will remain on the front of the NRL and NRLW on field jerseys
The British and Irish Lions and Rugby Australia announced Unilever’s male care deodorant Dove Men+Care as a partner for this year’s Series in Australia which is launching a bespoke range of British & Irish Lions and Wallabies branded products
Women’s fashion label Forcast partnered with the NSW Waratahs Women and will supply their formalwear needs for the next 2 years
Melbourne Storm extended its major partnership with RedZed for a further 3 years, whose logo will remain in prime position on the front of the jersey until the end of the 2028 season
Melbourne Storm confirmed a new partnership agreement with CitiPower and Rogers Willex who became Premium Partners of Melbourne Storm Academy
Carlton FC welcomed Victoria’s Container Deposit Scheme (VCDS) as a gold partner until the end of 2026 - VCDS is a recycling program that gives back to Victorians, the environment and the community by providing a 10-cent refund for each eligible drink container returned
Sydney Swans announced a 2-year deal with diversified marketing company IVE Group that will see IVE support the Swans’ printing needs, local area marketing, and content creation
TCL Electronics renewed its partnership with the Formula 1 Louis Vuitton Australian Grand Prix 2025 and is set to launch a “Race to Greatness” activation at the event via Twenty3 Group
Western Sydney Wanderers FC entered a new partnership with the NSW Service for Treatment and Rehabilitation of Torture and Trauma Survivors to provide refugee and asylum seeker women and girls with an opportunity to participate in a weekly football program (Made possible through the Australian Government’s $136m investment in sporting grants)
Southern Cross Austereo extended its partnership with the North Queensland Toyota Cowboys for a further 3 years
Cronulla’s Nicho Hynes and Kayal Iro met with pop star Katy Perry (384m followers on social media) and presented her with a signed Sharks jersey - she “Reps the Sharks now”
Sydney Swans opened doors to a new location in South Melbourne which will offer members a hub for enquiries and pack collections, as well as a Swanshop for fans to explore the latest club merch
The AFL announced that Sneaky Sound System and Hermitude will headline AFL Gather Round Entertainment as Pepsi Collective tickets went on sale
New Balance and Kic launched “The Morning Runway” a free morning run club every day between March 2-5, up against the backdrop of the Melbourne Fashion Festival
Gold Coast Titans announced a unique collaboration with global music sensation Cody Simpson who will provide the soundtrack for the club’s 2025 season
Both the UFC and WWE will return to Perth later this year as part of a blockbuster new 4-event deal between the WA Government and TKO that will run until the end of 2026
Netball Australia announced that the 2025 Suncorp Super Netball Grand Final will be held at Melbourne’s Rod Laver Arena in August
Basketball is on the rise in Australia, from grassroots to the elite level
Key stakeholders across the sport, including the NBL, WNBL, NBA, national and state bodies, and community leagues, are not only driving this momentum but reaping the benefits.
Here’s an overview:
1) The 2024/25 Hungry Jack’s NBL regular season experienced another season underlined by immense growth
Attendance
50 sellout games
+1 million attendees
Broadcast
+30% audience
Digital
+31% social media followers
+35% app downloads
+300,000 fans added to database
+26% website and app views
The NBL is on a clear and rapid growth trajectory and Larry Kestelman has a bold vision for it to become the dominant sport of the Australian summer, much like what the AFL and NRL are to winter.
2) NBA strength in Australia
Australia is one of the NBA’s most passionate markets, with strong engagement across key areas.
NBA League Pass: Australia is the NBA’s biggest market for its League Pass subscription streaming service outside the US (hundreds of thousands of Australians are subscribers).
Merchandise: Australians are among the world’s biggest buyers of NBA gear, turning apparel into a walking advertisement for the league.
Related: NBA apparel doubles as advertising in Australia
Wagering: The AFR recently reported that the NBA generates the highest sports turnover for Tabcorp, outranking the NRL and AFL at any given point in the year. As the official wagering partner, every match is broadcast on the Tabcorp app and into its 4000 retail venues across the country.
Australian NBA Talent: There are many Australians playing across the NBA, showcasing their talent on the world stage - Josh Giddey, Patty Mills, Dyson Daniels, Josh Green, Ben Simmons, Dante Exum etc.
3) Basketball participation continues to boom
AusPlay, an annual national survey conducted by the Australian Sports Commission shows that:
1.2m+ Australians are actively playing basketball
Basketball is the 2nd most popular team sport in Australia, and the most popular team sport (alongside soccer) for 15 to 24-year-olds
Bespoke community-themed sports events are gaining popularity - Summer Jam recently hosted its 3-day summer streetball festival featuring live music, food trucks, beer garden and slam dunk contest.
Blue-chip brands such as Foot Locker and Nike (Jordan Brand) that have strong associations with basketball are event sponsors, recognising it as a way to connect with a key section of the basketball community in a new and meaningful way.
Drake made a surprise appearance at Summer Jam ahead of his concerts in Melbourne.
The basketball flywheel is spinning
Momentum is building across all levels of the game, and every stakeholder is playing a role in accelerating its growth.
The NBL has been a major catalyst.
How the NBL became "Australia’s fastest growing sporting league" 👇
Here’s some noteworthy tactics they’ve used to help fuel its rise, attract new fans and engage with existing ones:
1. HoopsFest
In partnership with the WA Government and Tourism Western Australia, the league introduced "HoopFest", a new multi-day festival in Perth that featured:
NBL & WNBL teams competing in the same location
Foot Locker U18 Club Championships
Fan zone
Sneakerland exhibition
Music, food and loads of other entertainment
A giant Boombox activation at RAC Arena (via TGI Sport) with DJ Hayden James spinning tunes
2. Reebok Sponsorship Activation
The “Pumped By Reebok” activation has seen many high-profile sports stars, digital creators, influencers and media personalities promote themselves on social media whilst sitting courtside, wearing Reebok shoes.
Notables guests: Andy Lee, Brendan Fevola, Mason Cox, Fifi Box, Brooke Blurton, Celeste Joan, Nadia Bartel, Todd Gurley etc.
3. Champion Pride Round
A themed-round and collaborative partnership with Champion, Pride in Sport and the Queer Sporting Alliance, which aims to show allyship and improve the understanding of the barriers impacting the LGBTQ+ community in sport.
4. "Summer Shootout" Competition
To encourage high scoring, each team was asked to nominate an away game which they think they could score the most points in - the team that recorded the highest score (Cairns Taipans) across the 10 Summer Shootout games collected $50k.
5. Unique Match Day Activations
NBL teams continue to innovate on game day:
Brisbane Bullets activated its “Teddy Bear Toss” here
Tyrepower parachuted $10k worth of gift cards to South East Melbourne Phoenix fans here
6. Christmas Day Clash
The league continued with its experiment of playing matches on Christmas Day - The initiative has been successful to date and it received a large amount earned media coverage.
7. Brands Getting Active
Brands such as Foot Locker have been promoting basketball via its partnerships with the NBL, WNBL & NBL1, Summer Jam, Australian Boomers etc.
Related: Foot Locker has been getting active in Australia
8. WNBL Acquisition
The Wollemi Capital Group and NBL formed a consortium to acquire a majority interest in the WNBL following the completion of the 2024-25 season, with Basketball Australia retaining a minority shareholding.
9. Finals Ambassadors
Dan Gorringe, Harley Reid, Jacquie Alexander, Jadé Brycki, Georgie Hansen, and Kevin Achampong were recently announced as “Finals Ambassadors” to help drive fan engagement around the NBL25 Playoffs.
The NBL has proven its ability to be strategic and innovative, and with the recent launch of basketball.com.au, it's showing no signs of slowing down.
Why the launch of Basketball.com.au is worth noticing
Over a decade ago, NBL owner Larry Kestelman acquired the highly valuable Basketball.com.au domain without an immediate plan, but with a vision for the future.
With basketball surging across Australia, from the NBL and NBA to the WNBL and grassroots level, the LK Group has now unveiled a new-look "Basketball.com.au / BouncePass" platform, designed to drive the game's growth nationwide.
What is it?
Basketball.com.au is a new digital hub that unites all levels of Australian and International basketball under one platform, covering:
Domestic: NBL, WNBL, NBL1, Foot Locker National Championships and UGC
International: NBA, WNBA, NCAA, FIBA, EuroLeague, Basketball Bundesliga
It delivers always-on basketball content, including:
News, views, reviews
Live scores, schedules & stats
The best of News Corp basketball content
What’s the strategy?
The way fans engage with sports is evolving, and online content is now the primary gateway for younger audiences. According to Deloitte, 90%+ of Gen Z fans consume sports via social media. basketball.com.au is leveraging online to grow, and future-proof basketball.
Things worth noticing:
1. Online creators are key
Digital creators are reshaping sports media, just look at the impact in golf here.
Basketball.com.au is embracing this shift by building its own creator economy.
The first major signing?
NBA Champion and 2019 NBL MVP Andrew Bogut, who joins as a columnist and regular contributor.
2. AI Powered Content Creation
AI is revolutionising sports media across the world - e.g. IBM has partnered with the US Open & Wimbledon to generate AI-driven stories at scale.
Basketball.com.au is following suit, leveraging AI through Brand Ninja to create timely, high-volume content, while their editors’ oversight ensures accuracy and authenticity.
3. Future Vision
Six weeks after launch, the platform already is delivering high-quality content via its website and social channels, but the outlet has long-term plans.
With a vision of being a one-stop-shop for Basketball fans in Australia, expect to see more platforms and new opportunities to watch the best basketball from across the country, and the world.
More digital engagement = More fans = More opportunities for Australian basketball.
Basketball.com.au isn’t just another website, it’s a strategic move to reshape the way basketball is experienced in Australia. By embracing digital innovation, online creators, and AI-powered content, it’s setting the foundation for the sport’s next era of growth.
Adidas - Director Category Management
Adidas - Manager, Brand Coach
Amer Sports - Senior Marketing Manager
AusCycling - Content and Communications Specialist
Australian Sports Commission - Content Producer
Cricket ACT - Business Development Manager
Cronulla Sharks - Marketing Coordinator
Crypto.com - (Senior)Product Manager, Sports
Diageo - Events & Sponsorship Manager
Deakin University - Lecturer, Sport Management
Foot Locker - Marketing Specialist
Gold Coast SUNS - Events Coordinator (9-Month Maternity Contract)
Hawthorn FC - Foundation Executive
LK Group - Head of Commercial
lululemon - Senior Manager, Area Community
Melbourne FC - Partnerships Account Manager
Netball Australia - Board Director
Netball Australia - Ticketing Lead
Netball SA - Content and Communications Coordinator
Netball SA - Marketing Specialist'
Netball VIC - Social Media & Content Coordinator
Netball WA - Commercial Partnerships & Sales Coordinator
Nine - Account Executive - Sports
Picklebet - Senior Digital Marketing Manager
PUMA - Commercial Marketing Manager
PUMA - Marketing Executive
Quad Lock - Influencer & Partnerships Specialist
Queensland Rugby League - Social and Content Coordinator
Red Bull - Athletes Marketing Manager (10m FTC)
Rip Curl - Social Media Co-ordinator
Rugby Australia & Tasmanian Rugby Union - General Manager, Tasmania
Skate Australia - Chief Executive Officer
Southern Cross Austereo - Sports and Partnerships Executive
Sportsbet - Digital Media Specialist - 12 month FTC
Sports & Entertainment Ltd - Hospitality Sales Executive
Sports Entertainment Network - Digital Sales Manager
Sports Entertainment Network - General Manager – Operations
Sports Entertainment Network - Ticketing and Hospitality Manager
Sunshine Coast Lightning - Game Day & Events Manager
Tennis Australia - Partnerships Lead - Tennis West
TGI Sport - Sales Executive
Victoria University - Teaching Focused Academic - Sport Management
West Coast Eagles - Social Media Lead
Western Sydney Wanderers - Digital Producer
WNBL - Social Media Coordinator
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.