Big brands back NBL Group

The NBL Group has confirmed a record number of new and renewed commercial partnerships across the NBL, WNBL, and NBL1 competitions, reinforcing the organisation’s status as one of Australia’s fastest-growing sports properties.

More than 30 brands have joined or recommitted to the NBL Group portfolio, representing strong alignment across key sectors including retail, automotive, hospitality, health, finance, and technology.

David Stevenson, NBL Group Chief Executive Officer, said: 

“The momentum across the NBL, WNBL and NBL1 has never been stronger, with record attendances, sellouts in major arenas, and significant growth in broadcast audiences and digital engagement. Millions of fans around the world are connecting with our leagues like never before, which is a powerful reflection of the passion and progress driving the NBL Group forward.

“Our partners are more than commercial supporters; they are strategic collaborators who share our vision and whom we are proud to work in alliance to achieve each other’s business objectives. Together, we’re building stronger competitions, deeper fan connections, and even greater opportunities for the NBL, WNBL and NBL1 to continue their rise as world-class sporting products.”

National Basketball League (NBL)

The Hungry Jack’s NBL continues to attract leading brands that share its vision for growth, innovation, and fan connection.

This season sees the addition of several new partners including Disney+, Step One, Dabble, Choice Hotels, Simplot, Snapchat, Paywise and Mortgage Choice, joining a roster of renewed partners such as Blackmores, Mitsubishi, Bunnings, Kmart, Tangerine, Midea, Reebok, AAMI, Europcar, Foot Locker, Spalding and NBA 2K.

These partnerships sit alongside the league’s strategic and broadcast relationships with ESPN and Channel 10 which remain central to delivering world-class basketball to millions of fans each season. The NBL’s relationship with the NBA also continues to expand, with new content partnerships extending to fans across North America via the NBA App

At the heart of the NBL’s commercial network is Hungry Jack’s, the league’s foundation naming-rights partner, which continues to be a driving force in the sport’s growth nationwide.

Samantha Green, NBL Group Chief Growth Officer, said:

“The NBL’s commercial momentum has never been stronger. We’re proud to welcome an incredible group of new partners while continuing to grow with brands that have believed in the league for many years. Their trust and commitment demonstrate the strength of what we’re building. The NBL is a world-class product that connects deeply with fans and delivers real impact for our partners.”

Shenae Beus, NBL Group Chief Partnerships Officer, added:

“Basketball’s audience is expanding faster than ever, and brands are recognising the value of being part of that journey. The NBL offers an unrivalled opportunity to engage with a passionate and diverse community, and this season’s partnerships reflect that energy and belief.”

Women’s National Basketball League (WNBL)

The WNBL enters its first season under new ownership with more than ten new brand partnerships, marking the league’s strongest commercial position in history.

New partners, including Google, Hungry Jacks, Bunnings, Blackmores, AAMI, Paywise and Minor Hotels highlight the competition’s growing influence and alignment with leading organisations that champion women’s sport. Coupled with a new broadcast agreement with the Nine Network and ESPN, the WNBL is having its biggest season yet, expanding its reach and visibility to audiences across Australia and beyond.

Returning partners Ford, Latina Fresh, Spalding and iAthletic have signalled the strong endorsement of the league’s growth, direction and confidence these trusted brands have in the future of women’s basketball. 

Together, these partners are helping to amplify the WNBL’s profile, driving deeper fan engagement and ensuring the league continues to inspire the next generation of female athletes.

Jennie Sager, WNBL Chief Executive Officer, said:

“To welcome this many new partners in one season is a landmark moment for the WNBL. Participation numbers are at an all-time high, with one in five young girls playing basketball in Australia, and these brands are jumping on that momentum behind women’s basketball. It’s a clear sign of the confidence in the league’s new direction and its ability to connect with fans and customers in meaningful ways.”

NBL1

At the community and development level, NBL1 continues to flourish with renewed and new commercial support. Mitsubishi and Foot Locker have reaffirmed their long-term commitments, with Choice Hotels confirmed as a new partner from 2026.

NBL1’s success continues to be driven by the strength of the national basketball network, underpinned by support from trusted partners such as AAMI, Red Bull, Archie Brothers and Kayo.

Dean Anglin, General Manager of Strategic Partnerships & NBL1, said:

“NBL1 has established itself as a vital part of Australia’s basketball ecosystem, connecting to the NBL and WNBL while providing partners with a powerful platform to engage local communities.”

With further announcements expected in the coming weeks, the NBL Group continues to strengthen its position as one of Australia’s most dynamic, inclusive and commercially compelling sporting organisations.