Choice Hotels Aligns with NBL and NBL1 in Regional Hospitality Push

Choice Hotels Asia-Pac has secured a new partnership with the National Basketball League (NBL) and its semi-professional feeder competition, NBL1, in a move designed to link the hospitality sector with one of Australia’s fastest-growing sports.

The deal makes Choice Hotels the Official Hotel and Accommodation Partner of both leagues, with integration spanning signage, broadcast, digital activations, and player-led content.

The partnership aims to raise brand visibility while creating pathways for hotels in the Choice network to capture new demand from basketball’s expanding footprint across Australia and New Zealand.

Participation Growth Strategy of NBL

AusPlay data lists basketball as one of the country’s highest participation sports, with over 1.3 million players nationwide.

Sharing how the partnership responds to that growth by supporting travel for teams and fans across both elite and grassroots levels, NBL Chief Partnerships Officer, Shenae Beus, said: “Partnering with Choice Hotels allows us to better support our teams, fans, families, and the wider basketball community by making travel to games and tournaments more convenient, comfortable and affordable.” 

From the hotel group’s perspective, Choice Hotels will activate its “Choice Sports Travel Program”, providing discounted rates for registered NBL1 and community clubs, alongside a rebate structure that channels funds back into local sport. For franchisees, the model promises increased occupancy and repeat visitation linked directly to the sport calendar.

Framing the tie-up as both a branding and a commercial growth opportunity, Choice Hotels Asia-Pac Senior Director, Commercial and Revenue Management, Kari Hunter, added: “This partnership gives us a platform to showcase our hotel brands alongside elite athletes, 10 NBL teams and 76 NBL1 teams, while delivering tangible benefits to our franchisees.” 

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