The National Basketball League (NBL) has officially launched the Hungry Jack’s NBL26 season with a new brand platform and national campaign “PLAY IT LOUD.”
The campaign is a bold step that intends to redefine the League as a cultural movement, traversing the traditional sports landscape and authentically connecting with a new generation of fans. The “PLAY IT LOUD” will resonate with an audience that lives sport through self-expression, not just the stat sheet.
This new direction is part of the League’s strategic pivot, which intentionally moves away from it being a traditional sports brand and towards becoming a modern cult brand focused on projecting, shaping, and intersecting with Australian culture by embracing a more content-driven, non-game focused ideologies. The NBL is no longer just a league, it’s a global lifestyle brand in the making that is loud, fearless, and unmissable.
“This campaign is a direct response to the fantastic growth we’ve seen over the past few years, particularly with the unprecedented off-season and the huge influx of talent that has come into the League,” said NBL group chief fans officer Ted Helliar said.
“Fandom is now culture-first, not code-first. Our fans don’t just watch the game; they consume it, wear it, and remix it. We don’t follow someone else’s playbook. We are the original energy, a league born in noise, built on fans, and made for movement. The NBL doesn’t host games, it hosts chaos, rhythm, and culture. When we play, we PLAY IT LOUD.” “This season’s campaign captures that spirit perfectly. It’s bold, it’s unapologetic, and it reflects exactly who we are as a league and most importantly where we’re heading: non traditional, global, and relentlessly connected to our fans.”
The NBL worked closely alongside agency partners KOJO for strategy, creative & production, Emotive for copywriting support, and RCJ for media planning and buying.
The Hungry Jack’s NBL26 Season Tip’s off on September 18. Watch every game live on ESPN and download the NBL App to stay locked into the action all season-long.
