Australia’s top-tier National Basketball League has continued its push for commercial partnerships ahead of the 2026-27 season, adding 12 new agreements and 10 renewals to its high-profile sponsorship slate.
The league announced long-standing naming rights partner Hungry Jack’s will continue as the backbone of its sponsor slate, sitting alongside renewed agreements with department store Kmart, insurance firm AAMI, media giant Disney+, sports drink Powerade, hospitality companies Choice Hotels and Australian Venue Co, underwear brand Step One, sportswear giant Reebok, shoe chain Foot Locker, and broking firm Mortgage Choice.
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New additions to the league’s portfolio include telecoms firm Optus (major partner and official telco), domestic airline Virgin Australia (official airline), energy drinks giant Red Bull (official energy drink), soft drinks brand Sprite (official soft drink), convenience store chain 7-Eleven (presenting partner of the Ignite Cup).
Meanwhile, condiment brand Heinz, craft retailer Spotlight, accounting firm Liberty Financial, loyalty program Mega Rewards, Curtin University, writing instrument brand Sharpie and trampoline park Bounce Inc, join as official partners.
The league said the new commercial partners will drive fan engagement across arenas, broadcast channels, and community initiatives throughout the 26-2027 season, including during the in-season Ignite Cup tournament and HoopsFest activations.
NBL Group chief executive David Stevenson said: “Everything our fans see and feel on game night, from the players on court to the atmosphere in the stands, is built on the strength of our partnerships.
“Commercial growth is what allows us to keep investing in and evolving the League, whether that’s innovations such as the Ignite Cup, HoopsFest and Most Valuable Creator, lifting the experience in arena and on screen, or taking the NBL to communities right across Australia and New Zealand.”
The new commercial partnerships come shortly after the league announced it had secured rights deals in 35 countries ahead of the upcoming season, the league's biggest international broadcast footprint in its history.
Domestically, NBL games will be broadcast live on ESPN, with Disney+, Kayo Sports, and Sky Sport in New Zealand carrying the streaming coverage. Saturday night fixtures are shown live and free on the Nine Network as part of the league’s free-to-air offering.
In Europe, 10 territories, including Serbia, Croatia, Slovenia and Ukraine, now have NBL action through broadcasters such as Sportklub, Arena Sport and Maincast.
The league is also shown by TV Start in Russia and The Sports Channel in Israel.
A key new addition for the NBL in Europe is EuroLeague TV, the direct-to-consumer service operated by the continental basketball competition.
This will provide NBL action into further territories across the continent, including Greece, Italy, Germany, France, the Netherlands, Turkey, the United Kingdom, and the Nordic countries.
In North America, a partnership with NBA TV, the top basketball league’s in-house channel, delivers live coverage across the United States and Canada.
In Asia, the league has deals in key markets such as China and Indonesia, with platforms including Leisu Sports, Penguin Sports, and Douyin (the sister platform to TikTok). Indonesia’s TVRI provides free-to-air coverage of the NBL.
Last season, 773 NBL matches were aired globally with an average of 110 games shown per broadcaster.
The NBL is also posting strong digital viewership numbers, with the league’s YouTube channel generating close to 5.77 million views and more than one million watch hours last season. The Philippines, Thailand, Turkey, and Vietnam accounted for close to half of all viewership.
The 2026-27 NBL season began on September 19.
