Melbourne, 4 September 2025
The National Basketball League’s (NBL) 2025/26 season has officially tipped off and not just with a game, but with a statement, featuring a TV campaign developed by creative agency KOJO which airs nationally on 5 September.
The league’s bold new brand platform and national campaign reframe the NBL as more than a sporting competition, positioning it as a cultural movement designed to connect with a new generation of fans.
At the heart of the campaign is a powerful message. It speaks directly to audiences raised on creators, culture, and content, celebrating the NBL’s role as a lifestyle brand as much as a basketball league.
NBL Chief Fans Officer, Ted Helliar, said, “The NBL has always been about more than basketball — it’s about the energy, the identity, and the culture that surrounds it. 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 where we’re heading: global, exciting, and relentlessly connected to our fans.”
The campaign’s centrepiece is a high-energy TVC, developed and produced by KOJO. The film is a fast-cut, cinematic snapshot of what it means to live the NBL, blending in-game highlights, user-generated content, and off-court moments with music, style, and community.
Designed for broadcast, social platforms, and live events, it captures the swagger and rhythm of modern fandom. KOJO partnered closely with the NBL to create this strategic brand platform and full-funnel communications campaign, spanning TV, social, and radio.
Together, they’ve delivered a fresh new look and feel for the league, positioning the NBL as a global cultural leader in sport and entertainment.
KOJO Group General Manager, Chantella Perera, said, “The campaign is about the NBL being more than a game, it’s about culture, connection, and identity. We wanted to capture the hype and energy that surrounds every NBL moment and share it with a global audience.”
The 2025/26 campaign marks a pivotal moment for the league and a testament to the longstanding creative partnership between KOJO and the NBL, which continues to push boundaries and elevate Australian basketball to new global heights.
NBL - PLAY IT LOUD
