Birds Eye Signs Two-Year Partnership with the NBL

The National Basketball League (NBL) has secured a new partnership with Birds Eye, naming the household food brand as its Official Frozen Food Partner from the 2026 season.

The two-year agreement, brokered by OMD Create, will integrate Birds Eye into NBL activations nationwide, centred on delivering “Golden Crunch moments” for fans and families. The partnership builds on Birds Eye’s brand platform “An Eye for Good,” which celebrates connection and shared experiences, whether at the dinner table or courtside.

Sharing how the collaboration aligns with basketball’s positioning as an inclusive, family-focused sport, NBL Chief Partnerships Officer, Shenae Beus, said: “We are delighted to welcome Birds Eye to the NBL family. Their commitment to bringing people together through fun and enjoyment mirrors the spirit of basketball.”

Explaining how the deal extends Birds Eye’s long-standing community values, Senior Director of Marketing APAC at Simplot, Katie Saunders, said: “At Birds Eye, we’ve always believed in having ‘An Eye for Good’. Partnering with the NBL is a perfect fit, as together we celebrate passion, connection and the moments that matter on and off the court.”

The partnership underscores a growing trend of major consumer brands leveraging basketball’s rising popularity in Australia to build meaningful fan engagement platforms. For the NBL, the addition of Birds Eye expands its partner ecosystem across family and lifestyle categories, reflecting the league’s ongoing push to position itself as a sport that transcends the court.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.