Brisbane Bullets Partner With Sealink To Showcase North Stradbroke Island

The Brisbane Bullets have announced a new partnership with ferry operator SeaLink, positioning the National Basketball League (NBL) club as a vehicle to promote North Stradbroke Island (Straddie) to Queensland audiences.

The agreement will see SeaLink integrated into the Bullets’ season marketing through game day activations, digital campaigns, and fan giveaways, aimed at driving visitation to the island destination. For SeaLink, the partnership represents a tourism-led brand strategy designed to connect with a local sporting audience while reinforcing the accessibility of its ferry services.

Framing the collaboration as part of the club’s role in promoting Queensland destinations, Brisbane Bullets CEO Malcolm Watts, said: “Straddie is a Queensland icon, and we’re excited to work with SeaLink to help more fans discover — or rediscover — the magic of the island.” 

Noting the cultural and community significance of the destination, General Manager of SeaLink South East Queensland, Ben Renwick, added: “North Stradbroke Island is more than just a stunning destination close to Brisbane — it’s a place with deep cultural roots, incredible wildlife and a true sense of community.”

With the Bullets’ platform offering exposure across live audiences, digital channels, and broadcast, SeaLink can connect with both Brisbane-based fans and broader Queensland markets in a cost-effective, community-focused way.

With the Bullets’ platform offering exposure across live audiences, digital channels, and broadcast, SeaLink can connect with both Brisbane-based fans and broader Queensland markets in a cost-effective, community-focused way.

For the Bullets, the deal underscores the importance of diversifying sponsor categories, particularly as competition for corporate partnerships intensifies within the NBL.

By aligning with a tourism partner, the club taps into broader economic groups around domestic travel and regional promotion, which have been increasingly prioritised by both brands and governments in the wake of COVID-19 disruptions.

For the NBL franchise, the deal highlights a growing trend of sports organisations aligning with tourism operators and regional experiences rather than traditional consumer goods or financial services brands. Partnerships of this type serve dual purposes: delivering revenue streams to clubs while providing tourism operators with large-scale visibility and audience engagement in competitive leisure markets.

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