The National Basketball League (NBL) has launched the Hungry Jack’s NBL26 season with a new brand platform and national campaign, Play It Loud.
The campaign marks a shift in positioning, with the NBL aiming to move beyond traditional sports branding to build cultural relevance and connect with younger fans.
‘Play It Loud’ emphasises basketball as a space for self-expression and lifestyle, not just on-court performance.
“This campaign is a direct response to the fantastic growth we’ve seen over the past few years, particularly with the unprecedented off-season and the huge influx of talent that has come into the League,” Ted Helliar, NBL Group Chief Fans Officer, said.
“Fandom is now culture-first, not code-first. Our fans don’t just watch the game; they consume it, wear it, and remix it. We don’t follow someone else’s playbook.
“We are the original energy, a league born in noise, built on fans, and made for movement. The NBL doesn’t host games, it hosts chaos, rhythm, and culture. When we play, we PLAY IT LOUD.”
“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 most importantly where we’re heading: non traditional, global, and relentlessly connected to our fans.”
The strategy was developed with KOJO (strategy, creative and production), with Emotive providing copywriting support and RCJ handling media planning and buying.
The Hungry Jack’s NBL26 season tips off September 18, with all games broadcast live on ESPN and available via the NBL app.