Why major brands are backing the NBL

The league's new partnerships are reward for years of investment, innovation and growth

Last week, the NBL & WNBL announced a new, multi-year Major Partnership with Optus, which became the Official Telco Partner of both competitions. Detailed plans around how the partnership will be activated are still to come, but it was revealed at the press conference that the Optus logo will feature on every NBL & WNBL jersey, and will be visible on the Spalding Game Ball for the NBL moving forward.

The partnership announcement followed the NBL & WNBL’s new 3-year partnership announcement with Virgin Australia which became the Official Airline Partner of both competitions and Presenting Partner of the HoopsFest, which is returning to Perth in January 2027 thanks to a renewed 2-year commitment by the WA Government, via Tourism Western Australia.

Why is this worth noticing? Because these aren’t just partnerships with any brands. They're partnerships with some of Australia's largest and most recognisable companies, and they're the result of years of investment and innovation that have helped drive basketball's growth across Australia.

“What makes the NBL special is the way we bring people together. We see families and communities connecting through the game every day, and that’s something brands genuinely value. Partnerships with organisations like Optus and Virgin Australia reflect the progress we’ve made over many years, and the confidence these brands have in where the NBL is heading.”
— Samantha Green, Chief Growth Officer, NBL Group

The NBL’s growth is reflected across every key metric

The Hungry Jack’s NBL26 season delivered another season of record growth across attendance, broadcast and digital, strengthening its position as Australia’s fastest growing sporting league.

Broadcast audiences continue to climb

Viewership growth remains one of the league’s strongest indicators of momentum:

• ESPN streaming audiences increased 21% YoY, marking a second consecutive season of more than 20% growth

• Network 10’s average audience grew 18%, while the Championship Series finale became the most-watched NBL game in the broadcaster’s history

As sports media consumption becomes increasingly fragmented, sustained audience growth of this magnitude is particularly significant.

Record crowds reflect growing demand

The surge in interest isn’t limited to screens:

• More than 1.23 million fans attended NBL games last season, an increase of 9% YoY and the second consecutive season the league has broken its all-time attendance record

• The NBL26 Championship Series attracted a record 70,269 fans, while 63 games sold out across the season

• The Adelaide 36ers alone recorded 42 consecutive home sell-outs, a remarkable demonstration of the growing demand for live basketball

The league’s digital footprint expanded

The league’s digital ecosystem is growing just as quickly:

• The NBL’s social audience increased 17% to almost 2 million followers, while its fan database grew 31% to approximately 2 million people

• App downloads rose 25% and web and app users increased 20% YoY

Collectively, these metrics paint a clear picture: more people are watching, attending and engaging with the NBL than ever before.

The strategy behind the numbers

Strong results rarely happen by accident.

The NBL’s growth has been underpinned by a deliberate strategy focused on broadening reach, increasing accessibility, strengthening the basketball ecosystem and creating more ways for fans to engage with the sport

One of the more interesting aspects of the NBL’s strategy is that not every partnership is designed purely to generate sponsorship revenue. Many are designed to help grow basketball itself and improve the fan experience.

Building a larger broadcast & digital ecosystem

The NBL has built a diversified media ecosystem, combining free-to-air, subscription, digital and international distribution partnerships to maximise reach, revenue and audience growth.

The league's recently announced partnership with Nine will see two marquee free-to-air NBL games broadcast each week from 2026.

The ESPN partnership provides continued access to subscription audiences, and its integration into Disney+ opens the door to an estimated 3.7 million Australian subscribers. ESPN’s NBL programming also makes all 165 Hungry Jack’s NBL27 season games available via Foxtel, Kayo Sports and Fetch TV.

Beyond broadcast, Basketball.com.au has emerged as a significant digital platform uniting the NBL, WNBL, NBL1 and broader basketball ecosystem under one roof.

Internationally, the league has also expanded through agreements with NBA TV and the NBA App, giving fans in the United States and Canada access to NBL content. Games are now broadcast in 190+ countries worldwide.

The global audience is becoming increasingly evident across digital platforms - 70%+ of Instagram and YouTube views were from overseas around the finals series.

Government partnerships that help grow the game

The NBL has secured new and renewed government partnerships that are not simply sponsorship agreements. They’re arrangements designed to create value for both parties - generating economic activity for host destinations while helping the league expand its footprint.

Examples include:

• Western Australia’s support of HoopsFest, via Tourism Western Australia

• Queensland’s support of the Ignite Cup, via Experience Gold Coast

• The Victoria Government’s partnership around The NBL x NBA Melbourne Series (featuring the New Orleans Pelicans) and the CODE Sports NBL Blitz in Bendigo, via Visit Victoria

Partnerships beyond sponsorship revenue

Many of the league's partnerships are designed to improve the fan experience and strengthen the basketball ecosystem.

For example, Choice Hotels helps ensure that fans travelling to support their favourite teams benefit from the accessibility and reach of Choice Hotels’ extensive network across Australia and New Zealand. Earlier this year, it teamed up with the league to offer fans the chance to win the Ultimate NBL Finals Experience.

Virgin Australia also appears well-positioned to enhance the fan experience (particularly the in-flight one) around future editions of HoopsFest.

The League’s strong growth is driving its commercial success

As audiences have grown, commercial interest has followed.

Last season, 30+ brands joined or renewed partnerships across the NBL Group.

New Partnerships

• Disney+

• Snapchat

• Step One

• Simplot

• Dabble

• Choice Hotels

• Mortgage Choice

• Sportrader

• Paywise

Renewed Partnerships

• Europcar

• Blackmores

• Mitsubishi

• Bunnings

• Kmart

• Midea

• Reebok

• AAMI

• Foot Locker

• Spalding

The diversity of the league’s commercial partnerships is noteworthy - Technology, automotive, telecommunications, travel, wagering, entertainment, finance and retail organisations are all finding reasons to invest in basketball.

The NBL’s new ownership of the WNBL is paying dividends, as new blue-chip partners are signing across leagues

In addition to Optus and Virgin Australia partnering across both leagues, the WNBL welcomed more than a dozen new partners last season, including globally recognised brands such as Google, Minor Hotels, Reebok and Sephora and locally loved powerhouses like Bunnings, AAMI, Hungry Jacks, Pay wise and Blackmores. The league also grew its relationship with existing partners Ford, Latina Fresh, Powerade, iAthletic and Spalding.

The asset-value of basketball is rising

The NBL’s commercial momentum is increasingly being reflected in asset valuations.

When Larry Kestelman acquired a controlling, 51% stake in the league in 2015, the NBL was reportedly valued at less than $10 million and facing an uncertain future. By 2024, it was estimated that the valuation had climbed past $350 million.

Team valuations are also moving in the same direction.

For example, Melbourne United recently underwent a significant ownership restructure, with Travis Knipe increasing his stake to 75% of the club at a valuation of $50 million.

Expansion remains on the agenda

The league's has proven capabilities to successfully expand into new cities and launch new teams.

The NBL’s newest club, the Tasmania JackJumpers, was founded in 2020 and entered the league in 2021. In just four seasons, it’s become one of Australian sport’s great expansion success stories, winning an NBL championship in 2024 and establishing a passionate fan base - the club has had a 100% home sell-out record since its inception.

Now attention is turning towards the Gold Coast.

Larry Kestelman has publicly stated his ambition to introduce an 11th team, with reports suggesting discussions have already taken place with local stakeholders in the Gold Coast.

The proposal has attracted international interest, with NBA legends Carmelo Anthony and Kenny Smith publicly backing the concept. Reportedly, the pair would become owners of the club should the expansion bid proceed.

Larry Kestelman has also previously flagged that Canberra has great potential to re-join the league.

Converting attention into commercial results

Perhaps the most impressive aspect of the NBL’s growth story is its ability to convert attention into commercial outcomes.

• Participation remains strong

• Crowds continue to increase

• Broadcast audiences are reaching record levels

• Digital engagement is expanding both locally and internationally

And increasingly, that attention is translating into sponsorship revenue, media partnerships, government investment and long-term commercial growth.

The Optus and Virgin Australia announcements are yet another signal of the league’s success.

The result of years spent improving the product, investing in the basketball ecosystem and building a larger audience.

For sports organisations, it’s a reminder that commercial success rarely starts with sponsorship sales. It starts with creating something people genuinely want to watch, attend and engage with.

The NBL has spent the better part of a decade doing exactly that.

And if recent results are any indication, the strategy is paying off.

Related: The NBL flywheel is spinning, Basketball is on the rise in Australia

*Notice collaborated with the NBL on this article.

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