NBL and WNBL Announce Multi-Year Partnership with Optus

Australian basketball’s National Basketball League (NBL) and Women’s National Basketball League (WNBL) have unveiled a multi-year commercial partnership with Optus, marking a significant shift in the sports’ sponsorship landscape. The deal, announced on June 12, 2024, includes on-court signage, digital content features, and fan activations, according to a joint statement from both leagues.

What Does the Optus Partnership Include?

The agreement grants Optus prominent visibility across NBL and WNBL matches, with on-court signage and digital content features during games. Fan activations on matchdays will further integrate the telecom giant into the basketball experience. David Stevenson, CEO of the NBL Group, emphasized the partnership’s focus on “connecting fans to the moments that matter,” as reported by the NBL’s official website.

Why This Partnership Matters for Australian Basketball

The deal comes as the NBL and WNBL seek to expand their reach and engagement. The 2024-25 NBL season concluded in May 2025, with the WNBL’s final games also wrapping up around the same time. Stevenson highlighted the “incredible momentum” in Australian basketball, noting the leagues’ efforts to “build leagues deeply connected to fans and communities.”

How Does This Compare to Previous Sponsorships?

Optus’ entry into the basketball scene follows a May 2024 partnership with Virgin Australia, which became the domestic airline partner for both leagues. Unlike Optus, Virgin Australia’s deal focused on travel and mobility perks for fans. The NBL and WNBL’s recent broadcast agreement with Nine Network, announced in April 2025, also underscores their strategy to increase visibility through free-to-air television.

What’s Next for Optus in Australian Sports?

Optus, which previously held sports broadcasting rights until mid-2025, has shifted its focus to core telco operations. However, the NBL and WNBL partnership signals a renewed interest in sports sponsorship. Stephen Rue, CEO of Optus, stated the deal aligns with the company’s goal to “support the communities where the game is played” and “help Australian basketball continue to grow.”

The partnership is expected to enhance fan engagement and provide new revenue streams for the leagues as they prepare for the 2025-26 season. Both the NBL and WNBL have yet to disclose financial details of the agreement, but the deal is seen as a strategic move to solidify their positions in Australia’s sports market.