NBL smashes records across attendance, broadcast and digital

The Hungry Jack’s National Basketball League (NBL) has delivered another season of record growth across attendance, broadcast, digital and commercial performance, strengthening its position as Australia’s fastest growing sporting league.

NBL Group CEO David Stevenson said the continued rise reflects both the strength of the League’s strategy and the growing connection with fans.

“There’s no doubt we are in the midst of a new golden era of basketball fandom across Australia and New Zealand,” Stevenson said.

“Our fans are the driving force behind everything we do, and we can’t thank them enough for continuing to show up in such unbelievable numbers to support their teams across the country and in their homes.

“I want to thank our clubs for their ongoing commitment to delivering world-class game day experiences, and our players for the talent, effort and excitement they bring to the court each week, which continues to drive the League’s growth.

“The attendance and audience numbers we’ve seen through the Championship Series, particularly Game 5 reaching 900,000 viewers, represent a seminal moment for the NBL. It’s a clear signal of how far the League has come and just reinforces that we are entering a new phase in the Australian sporting landscape.

“This is a special time for the NBL, and we’re focused on continuing to build something even bigger for our fans, alongside our clubs, players and partners in the years ahead.”

Broadcast performance continued to accelerate across both streaming and free-to-air platforms.

Live game streaming across ESPN platforms grew by 21 per cent season-on-season, marking back-to-back years of 20 per cent growth, while average audiences on Network 10’s Primary Channel increased by 18 per cent compared with last season.

The League’s global footprint also continues to expand, with games now broadcast in more than 190 countries worldwide.

Record broadcast audiences were a defining feature of the NBL26 Finals, with coverage across the Play-In Tournament through to the Championship Series increasing by 36 per cent on Network 10’s primary channel.

The NBL26 Championship Series saw a 22 per cent increase on ESPN, with Game 4 delivering the highest average audience and Game 5 recording the highest reach in ESPN history for the NBL.

Game 5 of the Championship Series delivered a combined reach of 900,000 viewers across ESPN and Network 10, representing a massive 76 per cent increase on ESPN and a 62 per cent uplift on free-to-air compared with last season’s decider.

The Championship Series finale also became the most-watched NBL game on Network 10, surpassing last year’s decider benchmark.

This marks a significant step in the League’s broadcast performance and highlights the growing mainstream appeal of the NBL alongside other major sporting codes in Australia and New Zealand.

The League has once again surpassed its all-time attendance benchmark, with total attendance reaching 1,231,796, a 9 per cent increase on last season. It marks the second straight year the record has fallen and the third consecutive season with more than one million fans attending games.

The Hungry Jack’s NBL26 Championship Series also set a new total attendance record, with 70,269 fans taking in a 5-game epic between the Adelaide 36ers and Sydney Kings.

A total of 63 sell-outs were recorded across the season, highlighting the demand across multiple markets.

The Tasmania JackJumpers maintained their perfect home record, selling out every game since entering the League, while the Adelaide 36ers extended their remarkable streak to 42 consecutive sell-outs at the Adelaide Entertainment Centre.

Digital engagement across NBL platforms reached record levels, with the League’s social audience approaching two million followers, a rise of 17 per cent year on year, and continued growth across its fan database, now sitting at just under two million, a 31 per cent increase year on year.

App downloads soared, with a 25 per cent increase, with Web and App users also rising 20 per cent.

The NBL saw a 59 per cent increase in social views compared to last year’s Championship Series, alongside a 150 per cent increase in followers across owned channels.

More than 70 per cent of the League’s Instagram and YouTube views across the past month have come from international audiences, further highlighting the growing global reach of the NBL.

Off the court, the NBL’s commercial momentum reached new heights, with more than 30 brands joining or renewing partnerships across the NBL Group.

The diversity of partners across retail, automotive, finance, technology and consumer sectors reflects increasing confidence in the League’s ability to deliver meaningful outcomes at scale.

These partnerships, alongside the League’s strong partnership with ESPN across Australia and New Zealand, remain central to delivering a world-class basketball product to audiences across both markets and internationally.

“We’re incredibly thankful for the support of our partners, who play such an important role in the NBL’s growth,” Stevenson said.

“Their belief in the League and commitment to working alongside us continues to drive the game forward and create better outcomes for our fans.”

The NBL26 season was also defined by a series of major events and innovations that brought fans closer to the game.

More than 60,000 fans attended the NBAxNBL Melbourne Series, while the Pavlos Giannakopoulos Tournament brought EuroLeague giants Panathinaikos and Partizan to Australia for a series of high-profile matchups.

HoopsFest in Perth attracted more than 35,500 attendees. The inaugural Ignite Cup, presented by Disney+ introduced a new in-season tournament format, culminating in a sold-out Final on the Gold Coast, while the CODE Sports Blitz in Canberra drew more than 18,000 fans across five consecutive sold-out sessions.

Together, these moments reflect the NBL’s continued focus on innovation, fan experience and expanding its national and international footprint.

As the League looks ahead to Hungry Jack's NBL27, the focus remains on building on the momentum, with next season set to be even bigger and better as the League continues to grow across every part of the ecosystem.