NBL surges with record growth

The Hungry Jack’s NBL26 regular season has delivered record results across attendance, broadcast and digital engagement, reinforcing the League’s accelerating national and international momentum.

A total of 58 games sold out throughout the season, including the Ignite Cup Final, an increase of seven on last year. More than 1.1 million fans attended games across the regular season, representing a 6 per cent year on year increase.

Broadcast audiences surged across both streaming and free-to-air platforms. Live game streaming performance via ESPN channels and platforms delivered a 20 per cent increase in average audience season on season, following a 20 per cent uplift reported at the end of NBL25. That marks back-to-back seasons of 20 per cent streaming growth.

The Ignite Cup Final delivered a 49 per cent increase on the traditional Sunday 4.30pm timeslot on ESPN, a clear endorsement of the Ignite Cup concept and its resonance with fans. This is in addition to experiencing 22 per cent growth in average audience across the 10 Network compared with last season.

Digital engagement also continued to climb, with social media audiences nearing two million followers, significant growth in the League’s fan database, and record levels of engagement across NBL platforms throughout the season.

NBL Group CEO David Stevenson said the results reinforce the NBL’s rapid rise.

“The NBL continues to be the fastest growing sporting league in Australia,” Stevenson said. “When you combine the double-digit broadcast growth across multiple platforms, with tremendous uplift in attendance and sell-outs, the strength of the League is there for all to see.

“We are delivering tangible growth each year for our clubs and commercial partners while expanding our footprint domestically and internationally.”

Stevenson said innovation and the appetite to try new major events and initiatives are what sets the NBL apart.

The first ever NBA game played on Australian soil featuring the New Orleans Pelicans attracted more than 60,000 fans across four events at Melbourne Park, while the Pavlos Giannakopoulos Tournament marked the first EuroLeague games in the country, drawing capacity crowds in Melbourne and Sydney.

HoopsFest in Perth attracted more than 35,500 attendees - a 25 per cent increase - while the Blitz in Canberra drew more than 18,000 fans across five consecutive sold-out game days.

The inaugural Ignite Cup in season tournament concluded with a sold-out Final on the Gold Coast with the winning team taking home $300,000 cash.

The NBL also expanded its international footprint, now broadcast in more than 190 countries, with every game available live on ESPN via Disney+, and games accessible in the United States and Canada through the official NBA App.

NBL clubs soared in NBL26. Adelaide and Tasmania sold out all 16 of their home games, with the 36ers extending their streak to 37 consecutive sell-outs and the JackJumpers maintaining a perfect home record, having sold out every game since their inception in 2021.

Sydney and Melbourne both delivered strong home market support, with more than 160,000 fans attending games at Qudos Bank Arena and close to 140,000 fans through the doors across Melbourne’s 16 home games this season.

South East Melbourne surpassed its membership record by 10 per cent, while the New Zealand Breakers increased membership by 77 per cent compared with NBL25.

Stevenson said the focus is now firmly on the Finals and continued commercial growth.

“We are seeing the NBL step into a new phase of national and global impact. The scale of our attendance growth, broadcast expansion and international exposure demonstrates the strength of our strategy and the confidence in our product, and we remain focused on building long-term value across the entire ecosystem.

“We thank everyone for playing such an integral part in what’s been another incredible regular season – from the fans, players and coaches, club owners, administrators, officials, volunteers, governing bodies, associations, broadcast partners, commercial partners, government partners and venues – it’s been a significant team effort.”

The NBL Finals series begins on Wednesday 4th March, with the South East Melbourne Phoenix taking on the Perth Wildcats, followed by Melbourne United versus the Tasmania JackJumpers on Thursday 5th March. Both games tip off at 7:30pm live on ESPN.