Birds Eye signs with NBL as 'frozen food' partner in two-year deal

Simplot’s Birds Eye is stepping onto the court as the official frozen food partner of the National Basketball League, signing a two-year deal designed to put the brand at the centre of the fan experience.

The partnership, managed by OMD Create, spans broadcast, in-stadium and social channels, anchored by two flagship activations. Birds Eye Cam, a branded broadcast asset, will debut as a first-to-market feature, while Crunch Time – a weekly social and Overtime segment – will spotlight game-winning moments alongside Birds Eye Golden Crunch.

Katie Saunders, senior director of marketing at Simplot, said the deal aligns Birds Eye’s heritage with the energy of the league.

“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," Saunders said. "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.”

OMD Create Melbourne head Emma Ray called the partnership more than just visibility. "It’s about creating cultural impact. 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.”

The tie-up tips off with the start of the 2025/26 season this week, extending Birds Eye’s role across one of Australia’s fastest-growing sporting codes. Games are broadcast live on ESPN and free-to-air on Network 10.