NBA and Gillette Announce Partnership in Australia

The National Basketball Association (NBA) has announced a partnership with Gillette in Australia, launching a range of NBA-branded grooming packs designed to capitalise on the sport’s surging popularity in the region.

The reason behind the partnership is the rapid commercialisation of the Australian market, which currently stands as the third most-represented country in the NBA outside the United States.

With 13 Australian players on opening-night rosters for the 2025–26 season, the league is moving beyond broadcast-only engagement toward physical retail presence. The partnership includes a high-value consumer promotion offering fans the chance to win a trip to the 2026 NBA Playoffs in the US, maximising the “fear of missing out” factor to drive volume for Gillette’s premium grooming lines.

Commenting on the partnership, NBA Asia head of strategy, Rajah Chaudhry, said: “We’re thrilled to partner with Gillette to bring the excitement of the NBA closer to fans in Australia.”

“This collaboration reflects our shared commitment to excellence and will offer unique experiences that connect the passion of basketball with the everyday lives of our fans,” Chaudhry said.

NBA and Gillete Integration and Fan Engagement

• Branded Product Lines: Exclusive NBA-branded Gillette grooming packs will be rolled out across major Australian retailers including Woolworths, Coles, and Chemist Warehouse.

• The “Golden Ticket” Promotion: Purchases of the limited-edition packs grant entry into a draw for a premium NBA Playoffs experience, including flights, accommodation, and courtside seats.

• Cultural Synergy: The deal targets the “everyday athlete,” aligning Gillette’s reputation for precision and excellence with the elite performance standards of the NBA.

The NBA’s Australian Footprint

The partnership arrives on the heels of the New Orleans Pelicans’ successful two-game pre-season tour in Melbourne against NBL opposition, which drew combined crowds of over 30,000.

The high representation of Australians in the NBA, led by stars like Josh Giddey and Dyson Daniels, has created a “golden era” for local sponsorship opportunities.

This deal mirrors similar localised partnerships the NBA has secured in the Philippines and Brazil, aiming to turn casual viewers into year-round consumers of NBA-branded goods.

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