Australia’s top-tier men's National Basketball League has struck a new commercial deal with US-based frozen food brand Birds Eye.

Through a two-year tie-up running through the 2025-26 and 2026-27 campaigns, Birds Eye, owned in Australia by Simplot, becomes the frozen food partner of the 10-team NBL.

The partnership between the two parties, announced ahead of the 2025-26 season, is being managed by the OMD Create division of that worldwide agency.

The Birds Eye brand message 'An Eye for Good' will be at the center of the partnership, the NBL has said.

Shenae Beus, chief partnerships officer at the NBL, has commented: "We are delighted to welcome Birds Eye to the NBL family. This partnership is about creating shared experiences for fans and families right across the country.”

Katie Saunders, senior Asia-Pacific director of marketing at Simplot, added: "Partnering with the NBL is a perfect fit, as together we celebrate passion, connection, and the moments that matter on and off the court."

Last week, the NBL announced a new partnership with social-first betting platform Dabble.

The platform, which allows users to follow, share, and copy bets in real time, becomes the league’s official wagering, betting, and sportsbook partner and will be used by the NBL to increase fan engagement.

The NBL 2025-26 regular season runs from September 18 to February 18, with playoffs and finals to begin in March 2026.

Due to Australia and New Zealand participating in qualifications for the 2027 FIBA Basketball World Cup, the league will pause during the FIBA international windows of November 24 to December 2, 2025, and February 23 to March 3, 2026.

Birds Eye, meanwhile, is currently a partner of the UK's Team GB organization and has been across both the Tokyo 2020 and Paris 2024 Olympic Games.