NBL CLINCHES INTERNATIONAL BROADCAST DEAL
LARRY Kestelman’s National Basketball League will this week sign a new broadcast deal with streaming giant DAZN to show the competition in Europe, adding to the 43 markets in which it is already shown.
The NBL is growing its audiences by about 30 per cent annually, according to Mr Kestelman – a figure he says is a minimum standard for the competition.
“If we are not growing at 30 per cent annually then we are going backwards,” he said. “We have doubled down this season and invested in our marketing team, building databases and becoming a more sophisticated business.”
The NBL is broadcast on the ESPN network carried by Foxtel and Kayo, and has some matches each weekend on Network Ten.
While off a relatively low base, NBL officials say the average reach of telecasts on ESPN this season is up 40 per cent from last year. Matches for defending champions Sydney Kings have doubled in reach and its attendances are up 20 per cent.
Each NBL game is averaging more than 6000 spectators, up about 25 per cent on a year ago and back to pre-pandemic levels, said Mr Kestelman. “Now we are all about growth,” he said.
DAZN – which owns rights to boxing, soccer leagues in places such as Italy and Spain and has been rumoured to be considering setting up in Australia and bidding for local sports rights – will also distribute the NBL in Canada.
“Aligning with DAZN displays the unprecedented interest in the NBL both domestically and internationally, and we look forward to continuing to grow our global reach,” NBL chief commercial officer Brad Joyner said.
While Mr Kestelman owns the league, the 10 teams are owned individually – although the businessman maintains control of the Tasmanian team.
Mr Kestelman said he will launch a process to sell the JackJumpers to investors next year, and wants to achieve a $35m valuation that other teams in the competition have been sold at in the past two years.
The NBL is just part of Mr Kestelman’s business empire, which includes a collection of retail, property and outsourcing companies that have combined turnover of about $1.5bn annually.