NBL Announce Partnership with The Pass as Official Hospitality Partner

The NBL has announced a multi-year partnership with The Pass, releasing a hospitality loyalty platform as the Official Hospitality Partner of the NBL.

The agreement is designed to bridge the gap between stadium-based fandom and community-level hospitality, offering NBL+ members exclusive perks across a national network of over 200 venues.

By partnering with The Pass, which operates under the Australian Venue Co. (AVC) umbrella, the NBL provides its members with tangible daily value at iconic pubs, bars, and event spaces.

For the NBL, this creates a year-round engagement touchpoint; for The Pass, it secures a direct marketing pipeline to one of Australia’s fastest-growing and most digitally engaged sporting fanbases.

Commenting on the partnership, NBL Group chief growth officer, Samantha Green, said: “This partnership is another exciting way we’re bringing the NBL experience beyond the arena.”

“Whether it’s fans gathering pre-game, celebrating a big win, or simply catching up with friends, The Pass offers the perfect place for basketball communities to come together,” Green said.

Noting the cultural alignment of the partnership, chief experience officer at The Pass, Marianne Mewett, added: “Basketball brings people together on the court and in the community, and that’s exactly what The Pass is all about.”

“We’re excited for our venues to become the home base for NBL fans across Australia,” Mewett noted.

Exclusive NBL+ Member Benefits & Combination

The partnership is deeply integrated through the NBL App, where members can link their accounts to unlock tiered hospitality rewards.

New users receive a $10 welcome credit upon downloading The Pass app and placing their first order. NBL+ members are entitled to a 10% ongoing discount on all food and beverage purchases at participating venues nationwide. These perks sit on top of standard Pass benefits, including 10% back in points on every purchase, birthday credits (ranging from $20 to $150 based on loyalty level), and member-only specials.

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