Coca-Cola return creates fizz

The iconic brand that supported basketball in Australia in the 1990s, Coca-Cola, is making an emphatic return to the hardwood.

Coca-Cola Europacific Partners (CCEP) has signed on as the Official Sports Hydration Partner of the Hungry Jack’s NBL.

“We are thrilled to have CCEP as the lead beverage partner of the League. With a portfolio of iconic beverages, this partnership will be widely celebrated by everyone in basketball, both on and off the court,” NBL CEO, David Stevenson, said.

“This partnership comes at a time of great momentum and growth for our League. Round one of the season welcomed 50,934 fans at NBL games, an opening round record, while we had more than a 40% year-on-year growth in average audience. Round two saw 57,649 fans through the doors, the biggest round two crowd number in League history.

“This is the perfect time for Coca-Coca Europacific Partners to join the NBL and we are excited to see how the partnership comes to life.”

Powerade will also partner with NBL clubs Sydney Kings, Perth Wildcats, Adelaide 36ers, Brisbane Bullets, South East Melbourne Phoenix, Melbourne United, Illawarra Hawks, Cairns Taipans and NBL Oz Gaming – the NBL’s NBA 2K League team.

CCEP General Manager of Marketing Activations, Melissa Thompson, said the partnership represented a significant milestone.

“CCEP has an extensive history of supporting community and sporting organisations, and we’re excited to be partnering with NBL and supporting the tournament and teams for the upcoming seasons. We’re also in conversations with the Women’s National Basketball League and hope to announce a partnership in the coming weeks, ahead of the season starting later this year," Thompson said. 

“With a vast portfolio of iconic brands, including Coca-Cola, Powerade and Mount Franklin, we have a beverage for every occasion with athletes, coaches and referees able to benefit from world-class hydration able to enjoy their favourite refreshments.”

The partnership announcement comes just months after Mitsubishi Motors Australia confirmed its return to the NBL after 23 years.

“This is a huge milestone for our League. CCEP is yet another world-renowned brand showing faith and confidence in the League and basketball in general in Australia and will help bolster the sport to new heights, with the inclusion of the NBL and NBL Oz Gaming,” NBL Chief Partnerships Officer, Lauren Hansen, said.

"We look forward to building another long and successful partnership with CCEP.”

CCEP branding will appear across the NBL and NBL Oz Gaming during the partnership.

The 2023/24 Hungry Jack’s NBL season continues on Thursday night with the Tasmania JackJumpers hosting the Illawarra Hawks at 7:30pm AEDT at MyState Bank Arena. The game will be broadcast live on ESPN via Kayo Sports.