The NBL and Bird’s Eye reveal two-year partnership
Birds Eye is the frozen food partner of the NBL due to a two-year partnership.
The announcement:
Simplot’s Birds Eye is stepping onto the court as the official frozen food partner of the NBL in a two-year partnership that will put the brand at the heart of the action. Just as the NBL fuels the passion of basketball fans nationwide, Birds Eye fuels Australians with quality, convenient food.
A 360-degree partnership approach managed by OMD Create will see Birds Eye integrated across multiple touchpoints including broadcast, in stadium and social channels. NBL fans will enjoy two flagship activations, including the Birds Eye Cam, a first-to-market branded broadcast asset that puts Birds Eye at the centre of the action, and Crunch Time – a weekly social and Overtime segment celebrating those edge-of-your-seat crunch time plays, served up alongside Birds Eye Golden Crunch.
Katie Saunders, senior director of marketing at Simplot, says; “At Birds Eye we’ve always believed in ‘An Eye for Good’, from delivering quality food to Australian families, to supporting local farmers and communities. We’re thrilled to bring our innovation, passion, and taste to fans this season, while celebrating moments that matter both on and off the court.”
Emma Ray, head of OMD Create Melbourne, says; “This partnership is about more than visibility – it’s about creating cultural impact. OMD Create worked closely with Simplot and the NBL to design assets that don’t just integrate Birds Eye into the game, but fuel the fan experience in fresh, innovative ways. From broadcast to social, we’re proud to deliver a partnership that gives Birds Eye a distinctive voice in one of Australia’s most exciting sporting codes.”
NBL chief partnerships officer Shenae Beus added; “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.”
The two-year deal marks the beginning of a long-term collaboration, with Birds Eye set to expand their role across the NBL as the league continues its rapid rise in popularity. The partnership tips off this week with the start of the 2025/26 NBL season. Fans can catch all the action live on ESPN, or free-to-air every Sunday on 10 — with Birds Eye front and centre all season long.
Source: OMG
