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NBL extends naming rights deal with Hungry Jack’s for additional five years

The thrilling new arrangement will see Hungry Jack's remain an NBL partner until the conclusion of the 2028–29 season.

The National Basketball League (NBL) has announced a sponsorship extension with Hungry Jack’s, an Australian fast food franchise of the Burger King Corporation.

As part of the agreement, Home of the Whopper will serve as the competition’s naming rights partner for an additional five seasons.

Hungry Jack’s has been a key element of the NBL’s quick expansion, assisting it in becoming an exceptional sports entertainment product and the second-best basketball tournament besides the National Basketball Association (NBA).

In a significant win for fans, the immensely popular and successful Hungry Jack’s free cheeseburgers offer will be reinstated, with all spectators in the arena and everyone in the relevant state enjoying a free cheeseburger if the away team misses two successive free throws.

The thrilling new arrangement will see Hungry Jack’s remain an NBL partner until the conclusion of the 2028–29 season.

NBL CEO, David Stevenson, commented, “Hungry Jack’s is a much loved and truly iconic Australian brand and it has stood with us through thick and thin. We simply wouldn’t be where we are today without the unwavering support and commitment of Jack Cowin and the Hungry Jack’s team, and we thank them for their loyalty.”

NBL Chief Commercial Officer, Adam Richardson, said, “While our partnership is longstanding, we feel this is just the beginning and we have much still to achieve together. We look forward to Hungry Jack’s helping the NBL continue to be the fastest growing sports organisation in Australia. “

The Hungry Jack’s NBL is coming off a strong 2023-24 season, with overall broadcast ratings up 26%, which includes an additional 27% increase during the Finals. Notably, more than a million fans went through the gates for the first time since 1996, despite significantly fewer games being played, with 1,097,455 in 154 games, ranking third all-time after 1994 (1,127,033 in 198 games) and 1995 (1,097,678 in 201 games).

Hungry Jack’s Chief Marketing Officer, Scott Baird, said, “Hungry Jack’s looks forward to continuing our successful and enjoyable partnership with the NBL. The partnership with the NBL integrates our two organisations and plays an integral part in growing the sport of basketball in Australia as we grow our network of restaurants in every state and territory. The Hungry Jack’s NBL is thriving, and we are proud of our association with this great sport.”

The first HoopsFest, held in Perth from September 19 to 22, will kick off the 2024–25 Hungry Jack’s NBL season. The season will begin with a Championship Series rematch between Melbourne United and Tasmania JackJumpers on September 19, at 8:30 PM AEST at RAC Arena.

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