Hungry Jack’s NBL Opens Season with Record Audiences and Surging Commercial Growth

The Hungry Jack’s NBL has reaffirmed its status as Australia’s fastest-growing sports league, delivering record-breaking metrics in the opening week of the 2026 season.

Driven by a 96 per cent surge in free-to-air audiences and a 14 per cent increase in live gate attendance reaching 104,229 fans, the competition is capitalising on heightened engagement and broadcast reach.

The standout fixture of lasers and entertainment saw the Sydney Kings host their championship banner-raising ceremony against Cairns at Afterpay Arena, drawing a massive crowd of 13,632 spectators and setting a robust commercial benchmark for the domestic season.

Reflecting on the trajectory and audience expansion, NBL Group CEO, David Stevenson, highlighted the collaborative efforts driving the league’s momentum.

“To see our free-to-air audience grow so profoundly on the back of three straight seasons of strong growth says everything about the direction we’re heading.”

“We’ve never had this much excitement, energy and enthusiasm at the start of a season and it’s clearly being felt in lounge rooms, inside arenas and on all the various digital platforms as we see unprecedented levels of online engagement and activity.

“None of this happens without our clubs, players and our broadcast and commercial partners putting on a great show.

“A special thank you to Channel Nine, who have been outstanding partners in bringing our game to more fans than ever.

“And of course, the superb start doesn’t happen without the fans who keep coming back in bigger numbers each year,” Stevenson said. 

The opening week’s commercial momentum is further bolstered by an elite talent roster across member clubs, featuring marquee international and domestic stars including Bryce Cotton, Kendric Davis, Cole Anthony, Nathan Sobey, Taran Armstrong, Brandon Knight, Jack McVeigh, Parker Jackson-Cartwright, Arnas Velička, and Tyler Harvey.

Discussing the competitive landscape, Stevenson, added: “When you consider the superstars who are demanding the spotlight this year and the drama that’s unfolding, it’s easy to see why so many people are diving into the NBL.”

Attention now shifts to the in-season tournament, with the Ignite Cup presented by 7-Eleven offering an expanded prize pool of $550,000, up from $400,000.

Highlighting the stakes for competing franchises, Stevenson, concluded: “There’s never been more motivation for our teams to compete hard in the Ignite Cup with prize money increasing from $400,000 to $550,000 – the most we’ve ever offered.” 

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