Optus has become a major partner of the NBL and WNBL under a three-year agreement covering both basketball leagues in Australia.
The partnership links one of Australia's largest telecommunications groups with the National Basketball League and the Women's National Basketball League as both competitions seek broader audience reach and deeper ties with supporters. It also puts fresh attention on women's basketball as the WNBL enters what league officials describe as a period of change.
Basketball is now one of the country's biggest participation sports, with more than one million Australians playing each year, according to figures cited by the leagues. That scale has made the sport increasingly important to brands seeking national reach across metropolitan, regional and community settings.
For the leagues, the agreement brings in a partner with a large consumer footprint as they look to build on rising interest across broadcast, digital and live attendance. For Optus, it expands the company's presence in Australian sport through a code gaining ground with younger and more diverse audiences.
Growth focus
The agreement is intended to strengthen connections with fans and support the game's broader development. While financial terms were not disclosed, the three-year term gives both sides a medium-term window to link commercial activity with league growth.
Attention is likely to focus especially on the WNBL, which has been working to lift its profile and commercial base. The women's competition has sought stronger visibility in a domestic market where interest in women's sport has risen sharply, bringing more competition for sponsors but also greater appetite from audiences and broadcasters.
Dave Stevenson, Chief Executive Officer of the NBL, described the agreement as an alignment around the sport's direction. "Basketball in Australia is experiencing incredible momentum and this partnership with Optus comes at an exciting time for both the NBL and WNBL," he said.
"We are building leagues that are deeply connected to fans and communities, while continuing to expand the reach and impact of basketball across the country.
"I would also like to personally thank Stephen and the broader Optus team for their belief in the future of Australian basketball and for the collaborative approach they have taken throughout this process.
"Optus shares our ambition to create meaningful moments for fans and support the long-term evolution of the game at every level. We are excited about what we can achieve together over the coming years."
Women's game
Lauren Jackson, Chief Strategy and Basketball Partnerships Officer at the WNBL, said the deal comes as the women's league works to raise its standing with fans and sponsors. Her comments underscore the importance of commercial backing for a competition seeking greater national attention.
"The WNBL is entering a transformative period and partnerships like this are the heartbeat that help us continue to grow the profile, reach and impact of the league," Jackson said.
"There is enormous momentum behind women's sport and women's basketball in Australia and having a partner like Optus supporting that journey is incredibly exciting.
"We're looking forward to working together to create stronger connections with fans and continue elevating the women's game nationally."
The agreement also reflects a broader pattern in Australian sport, where sponsors are placing more emphasis on fan communities and year-round engagement rather than only match-day exposure. Basketball's urban presence, community base and growing cultural relevance have made it more attractive in that shift.
Optus Chief Executive Officer Stephen Rue said the company sees the sport as a growing part of the national sporting landscape. "Basketball has become one of the most exciting and culturally relevant sports in Australia, with incredible momentum at both a community and professional level," Rue said.
"This partnership with the NBL and WNBL is about connecting fans to the moments that matter, supporting the communities where the game is played, and helping Australian basketball continue to grow - on and off the court."
Commercial backdrop
For sports organisations, agreements spanning both men's and women's competitions have become more important as leagues try to present a single national proposition to advertisers and partners. That structure can offer a broader mix of audiences, more inventory across seasons and a stronger social message around investment in women's sport.
In further remarks, Rue linked the deal to those themes. "The NBL and WNBL represents what the future of Australian sport looks like - inclusive, fast-growing, community-driven and deeply connected to its fans," he said.
"When you invest in the fundamentals - fans, community and the quality of the game - momentum follows. We're proud to be a part of what comes next for Australian basketball."