NBL Shatters Records as Regular Season Growth Surges 20 Per Cent

The National Basketball League (NBL) has cemented its status as Australia’s fastest-growing sporting property, revealing a raft of record-breaking commercial and engagement results following the conclusion of the Hungry Jack’s NBL26 regular season.

Driven by back-to-back years of double-digit broadcast growth and a booming international footprint, the league reported that more than 1.1 million fans attended games this season, a 6 per cent year-on-year increase.

Commercial confidence in the product was further evidenced by 58 sold-out fixtures, an uplift from the previous season that included a capacity crowd for the inaugural Ignite Cup Final on the Gold Coast.

Commenting on the record-breakers, NBL Group CEO, David Stevenson, said: “The NBL continues to be the fastest growing sporting league in Australia.”

“We are delivering tangible growth each year for our clubs and commercial partners while expanding our footprint domestically and internationally.

“We are seeing the NBL step into a new phase of national and global impact.

“The scale of our growth… demonstrates the strength of our strategy and the confidence in our product,” Stevenson said. 

Digital and Broadcast Dominance

The NBL’s media strategy has yielded significant returns, particularly in the streaming sector.

Live game streaming via ESPN platforms saw a 20 per cent increase in average audience, matching the growth recorded in NBL25.

In addition, free-to-air coverage on the 10 Network jumped by 22 per cent. Digital engagement also continued to climb, with social media audiences nearing two million followers and record levels of engagement across all NBL platforms throughout the season.

Global Expansion and Event Innovation

A pivotal factor in the NBL’s “new phase” of impact has been its aggressive pursuit of international content. The 2025/26 window featured the first-ever NBA game on Australian soil, with the New Orleans Pelicans drawing 60,000 fans to Melbourne Park. This was complemented by the Pavlos Giannakopoulos Tournament, which brought EuroLeague basketball to Sydney and Melbourne for the first time.

The league’s reach now extends to 190 countries, with every game streamed live via Disney+ and accessible in North America through the official NBA App. Domestically, regional “HoopsFest” in Perth saw a 25 per cent jump in attendees, while the pre-season “Blitz” in Canberra recorded five consecutive sell-out days.

Club Commercial Success

Individual franchises are reaping the rewards of the league’s momentum:

• Adelaide 36ers: Extended their remarkable streak to 37 consecutive sell-outs.
• Tasmania JackJumpers: Maintained a perfect record, selling out every home game since their 2021 inception.
• New Zealand Breakers: Reported a massive 77 per cent increase in membership compared to NBL25.
• Sydney & Melbourne: Combined to draw over 300,000 fans to their respective home markets.

The focus now shifts to the post-season, with the NBL Finals series tipping off on Wednesday, 4 March, featuring the South East Melbourne Phoenix and the Perth Wildcats.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.