Coca-Cola Making a Return to Australian Basketball Scene
Coca-Cola is making a comeback to the Australian basketball scene, further solidifying its iconic status as a supporter of the sport. Coca-Cola Europacific Partners (CCEP) has proudly announced its role as the Official Sports Hydration Partner of the Hungry Jack’s National Basketball League (NBL).
David Stevenson, CEO of the NBL, stated, “We are thrilled to have CCEP as the lead beverage partner of the League. With a portfolio of iconic beverages, this partnership will be widely celebrated by everyone in basketball, both on and off the court”.
This collaboration comes at a time of incredible momentum and growth for the NBL. The opening round of the season saw a record-breaking attendance of 50,934 fans at NBL games. The league experienced an impressive year-on-year growth of over 40% in average audience. Round two set a new historical record with 57,649 fans attending games.
The timing of Coca-Cola Europacific Partners’ involvement could not be more fitting. “This is the perfect time for Coca-Coca Europacific Partners to join the NBL and we are excited to see how the partnership comes to life”, Stevenson added.
In addition to the league-level partnership, Powerade, a renowned brand under Coca-Cola’s umbrella, will also team up with NBL clubs such as the Sydney Kings, Perth Wildcats, Adelaide 36ers, Brisbane Bullets, South East Melbourne Phoenix, Melbourne United, Illawarra Hawks, Cairns Taipans, and NBL Oz Gaming—the NBL’s NBA 2K League team.
Melissa Thompson, the General Manager of Marketing Activations at CCEP, stressed the significance of this partnership, stating, “CCEP has an extensive history of supporting community and sporting organisations, and we’re excited to be partnering with NBL and supporting the tournament and teams for the upcoming seasons. We’re also in conversations with the Women’s National Basketball League and hope to announce a partnership in the coming weeks, ahead of the season starting later this year.”
CCEP’s impressive portfolio includes iconic brands such as Coca-Cola, Powerade, and Mount Franklin, ensuring that athletes, coaches, and referees will benefit from world-class hydration and enjoy their favourite refreshments.
This exciting partnership follows closely on the heels of Mitsubishi Motors Australia’s return to the NBL after a hiatus of 23 years. Lauren Hansen, NBL’s Chief Partnerships Officer, commended CCEP’s involvement, stating, “This is a huge milestone for our League. CCEP is yet another world-renowned brand showing faith and confidence in the League and basketball in general in Australia and will help bolster the sport to new heights, with the inclusion of the NBL and NBL Oz Gaming,”
The impact of this partnership will be visible through CCEP branding across the NBL and NBL Oz Gaming platforms. As the 2023/24 Hungry Jack’s NBL season unfolds, the excitement continues with the Tasmania JackJumpers hosting the Illawarra Hawks at MyState Bank Arena on Thursday night at 7:30pm AEDT. Fans can catch the action live on ESPN via Kayo Sports.
