Blackmores Group has signed a “historic partnership” with the WNBL and extended its partnership with the NBL, making it the first brand to partner with both the women’s and men’s leagues.
The move follows the separation of the NBL and WNBL marketing teams earlier this year, as part of the sport’s renewed focus on growing the women’s game in Australia.
The expanded agreements strengthen Blackmores’ commitment to supporting athletes, grassroots programs and basketball communities across the country. Its support of the WNBL is a significant step that reflects the brand’s dedication to championing athletes of all levels and encouraging more females to play the sport.
Speaking with B&T, Blackmores and the sporting leagues said the partnership will deliver initiatives that empower people to enjoy healthier lifestyles, invest in their wellbeing and move more frequently.
Connecting Purpose With Passions
The delivery of Blackmores’ Health and Hoops community programs across Australia will be central to providing fans and young players with opportunities to learn from NBL and WNBL stars while focusing on wellbeing, teamwork and community.
Launched at the inception of the NBL partnership, Blackmores’ Health and Hoops brings together the energy of basketball with the science of wellbeing through dynamic training sessions, educational programs and grassroots activations across the country.
“As a key pillar of our broader marketing strategy, Health and Hoops runs in parallel with our other channels, creating a tangible, on-the-ground extension of our commitment to holistic wellbeing. While MOVE More inspires Australians to embrace movement in their everyday lives, Health and Hoops brings that message to life in communities, especially among young people and families,” Blackmores Group MD of ANZ, Supriya Singh, told B&T.
“This initiative is a prime example of how Blackmores take an integrated, multi-channel marketing approach. From grassroots activations and ambassador-led clinics to digital storytelling, social media, and retail partnerships, we’re creating an ecosystem that connects our purpose with the passions of our consumers and drives real impact.”
Singh went on to explain the opportunities that have arisen as a result of partnering with both entities.
“Working with both leagues allows us to create unified health and well-being initiatives that resonate with broader audiences. A great example of this is our recently launched MOVE More campaign,” she said.
The MOVE More campaign forms part of Blackmores’ broader commitment to empowering Australians to take control of their health through movement. It’s grounded in the belief that physical activity is a cornerstone of holistic wellbeing, supporting not just physical health, but also mental clarity, emotional resilience, and community connection.
Featuring an ambassador line-up of NBL legends like Chris Goulding, Andrew Gaze, alongside WNBL icon Lauren Jackson and rising star, Nyadiew Puoch, the campaign encourages people to find joy in regular movement, alongside awareness of the body’s health needs, for example, how to optimally fuel and recover.
“By working with both leagues, we’re not only amplifying our health and wellbeing message through some of the country’s most respected athletes, we’re also able to engage with Australians of all ages and backgrounds through the evolving story of sport,” added Singh.
Women’s Basketball Is Having A Moment
Speaking about the strength of women’s basketball, WNBL CEO Jennie Sager said to B&T, “This partnership really shows that women’s sport in general, and women’s basketball particularly, is a great brand and a great product for big brands to latch on to.
“There’s huge value for them to be associated with women’s basketball right now, both globally and locally. Here in Australia, we have one of the best women’s basketball leagues in the world, second only to the US.”
Almost 2.5 million Australian women aged 15 and older participate in sport-related activity each week. According to Basketball Australia 2025, female basketball participation has grown 25 per cent since 2022, with more than 450,000 women and girls now playing regularly.
Among girls aged 5–14, basketball is now one of the top three most played organised sports, with nearly one in five girls taking part. This growth is not only reshaping the sporting landscape but also redefining what’s possible for the next generation of female athletes.
“It’s great to see women’s basketball, and women’s sport more generally, continue to grow,” Singh agreed.
“At Blackmores, we believe in the power of movement to transform physical health and support mental wellbeing as it boosts confidence and builds resilience through teamwork and connection. We are committed to supporting initiatives that empower women and girls to be confident and active.”
The growth of the WNBL is evident and has never been clearer.
“I think there’s a clear opportunity for brands to come in and just own a piece of basketball in general that stretches across both NBL and WNBL, and that’s never been possible before. Seeing a brand like Blackmores do this right now just shows that we’re in a new space,” she explained.
“We’re in a new era for women’s basketball, and there’s an opportunity now that’s never existed, which is to actually come on board as a brand and either support the WNBL on its own, or really enter a space where you can support basketball in general across both leagues.
“That’s really unique in the sporting landscape of Australia.”
The WNBL tips off this Saturday, October 18, at John Cain Arena when the defending champs Southside Melbourne Flyers go up against a hungry University of Canberra Capitals outfit who narrowly missed the finals last season. Tickets are on sale now for the opener as well as other upcoming WNBL and NBL games.
