Birds Eye partners with NBL to deliver Golden Crunch moments

The National Basketball League (NBL) has today announced Birds Eye, one of Australia’s most loved food brands, as its Official Frozen Food Partner.

The two-year agreement managed by OMD Create, beginning as part of NBL26, brings together two household names with a shared focus on enjoyment, fun and community.

At the heart of the partnership is Birds Eye’s brand message “An Eye for Good” – celebrating moments that bring people together, whether at the dinner table or courtside. By aligning with the NBL, Birds Eye will extend this ethos into the world of basketball, championing family, togetherness and the excitement of sport.

NBL Chief Partnerships Officer, Shenae Beus, said the partnership is a natural fit between two brands that prioritise connection, fun and family.

“We are delighted to welcome Birds Eye to the NBL family. Their commitment to bringing people together through fun and enjoyment mirrors the spirit of basketball. This partnership is about creating shared experiences for fans and families right across the country.”

Katie Saunders, senior director of marketing APAC at Simplot said: “At Birds Eye, we’ve always believed in having ‘An Eye for Good’, from supporting local farmers to nourishing families and communities. Partnering with the NBL is a perfect fit, as together we celebrate passion, connection and the moments that matter on and off the court."

The partnership underscores both organisations’ dedication to delivering positive experiences and ensuring fans across Australia enjoy the best of basketball alongside one of the nation’s most trusted food brands.