NBL Expands International Broadcast Footprint to 35 Countries Ahead of NBL27 Season

The National Basketball League (NBL) is heading into the Hungry Jack’s NBL27 season on the back of its largest international broadcast footprint in history, extending live and digital coverage to 35 countries worldwide.

Building on a robust prior campaign that showcased 773 matches globally, the competition’s commercial distribution network now spans North America, Europe, and Asia through an expanding mix of pay-television, free-to-air, over-the-top, and app-based media platforms.

In North America, a continued partnership with NBA TV secures live broadcast reach across the United States and Canada into an estimated 33 to 37 million households, bolstered by global video-on-demand distribution.

Across Europe, established territories served by Sportklub, Arena Sport, and Maincast are complemented by a major new partnership with EuroLeague TV, extending live NBL action into key markets including Greece, Italy, Germany, France, and the United Kingdom.

Meanwhile, Asian market penetration continues to accelerate through digital platforms such as Leisu Sports, Penguin Sports, and Douyin, alongside Indonesian free-to-air broadcaster TVRI, which draws approximately 500,000 viewers per match.

Underscoring the commercial and significance of the broadcast expansion, NBL Group chief media and content officer Heath O’Loughlin, said: “We thank all our international broadcast partners for the continued interest, faith and support they’ve shown.”

“We are thrilled that the NBL will be seen in 35 countries this season, so millions more people can experience how good this League, and the players in it, really are. Growing our audience across Asia, North America and Europe is one of the things we’re most proud of, and we’re excited about how many more fans we can engage with and entertain this season,” O’Loughlin said. 

The league’s digital strategy is proving equally profitable, with organic YouTube viewership generating nearly 5.77 million views and exceeding one million watch hours last season, driven heavily by emerging fanbases in the Philippines, Thailand, Turkey, and Vietnam.

Domestically, comprehensive multi-platform coverage is secured via ESPN, Disney+, Kayo Sports, Sky Sport, and free-to-air broadcasts on the Nine Network ahead of the season tip-off on September 19.

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