Wavemaker unites the NBL and DoorDash
GroupM agency Wavemaker has advised the National Basketball League (NBL) on a sponsorship deal with food delivery provider,DoorDash, that will see it become the official and exclusive on-demand delivery partner for the competition.
Under the agreement, DoorDash will offer fans of Australian basketball promotions, offers, and fan experiences. This follows on from DoorDash’s NRL State of Origin and finals series activations, also brokered by Wavemaker.
The multi-year deal includes the NBL Next Stars program delivered by DoorDash, which has produced four NBA players since its inception in 2018 – including Josh Giddey, LaMelo Ball and RJ Hampton.
As part of DoorDash’s expanded marketing efforts, the company will have on-court signage and talent-led initiatives, such as the signing of star Melbourne United player Matthew Dellavedova as brand ambassador.
NBL star Matthew Dellavedova
The current NBL and former NBA star Dellavedova appears in the new campaign TVC, produced in partnership with Dentsu agency MKTG Sports + Entertainment, which airs for the first time in Friday night’s season tip-off game on ESPN and Foxtel.
A collaborative agency team, including MKTG and Haystac, will also deliver fan-focused activations throughout the season.
DoorDash entered the Australian market in September 2019 and now delivers to more than 80% of the Australian population, with more than 25,000 partners on its platform.
Rebecca Burrows and Lauren Hansen
Rebecca Burrows, general manager of DoorDash Australia, said: “We are thrilled to add Australia’s much loved National Basketball League to our sponsorship portfolio. Basketball is in our blood here at DoorDash, and as participation increases in Australia after the Boomers victory in Tokyo, we felt it was the perfect opportunity to join the league, connect with fans and prove that DoorDash is the premier delivery partner for every basketball occasion, on and off the court.
“Importantly, both DoorDash and NBL are challenger brands on the rise in Australia, and this partnership is about bringing together food, sport and culture to create memorable experiences for fans. It’s just the start of what we expect will be a long and successful relationship.”
Shivani Maharaj, chief content and partnerships officer at Wavemaker, added: “Australia has always been a sporting nation and Aussies are four times more likely to participate in basketball than any other sport. There’s a lot of momentum around the sport, and we are thrilled to deliver fans experiences and offers to drive connections to DoorDash.”
Wavemaker won the DoorDash media account in December 2020. DoorDash recently appointed Cummins & Partners as its creative agency.
The Hungry Jack’s NBL Season tip-offs on Friday, 3 December. Both games will be broadcast live on ESPN and Kayo Sports.
CREDITS
Client – DoorDash
General Manager, ANZ: Rebecca Burrows
Partner Marketing Manager: Madison Westall
Media, Content & Partnerships – Wavemaker
Chief Content & Partnership Officer: Shivani Maharaj
Client Lead: Fiona Williams
Sydney Strategy Director: Grant LeQuesne
Director, Content & Partnerships: Rachel Bierley
Associate Manager, Content & Partnerships: Jayden Harris
Business Manager: Emily Lo Pilato
Business Executive: Kathleen Longstaff
TVC & Brand Activation – MKTG Sports + Entertainment
General Manager: Stephanie Rudnick
Account Director: Rachael Farrington
Head of Production: Luisa Barbaro
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topics
basketball
DoorDash
food delivery
Haystac
Hungry Jacks
Josh Giddey
LaMelo Ball
Matthew Dellavedova
MKTG Sports & Entertainment
NBL
rebecca burrows
RJ Hampton
Shivani Maharaj
Wavemaker
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