Simplot has announced that Birds Eye, as part of a two-year partnership, is now the Official Frozen Food Partner of the NBL. 

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 be able to enjoy two flagship activations, including:

• Birds Eye Cam, a “first-to-market” branded broadcast asset that puts Birds Eye at the “centre of the action”.
• Crunch Time, a weekly social and Overtime segment celebrating those “edge-of-your-seat crunch time plays”, served up alongside Birds Eye Golden Crunch.

Simplot Senior Director of Marketing Katie Saunders says Birds Eye is thrilled to bring its innovation, passion, and taste to fans this season, while celebrating moments that matter both on and off the court.

“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,” she says.

OMD Create Melbourne Head Emma Ray 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,” she says.

“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 says the organisation is delighted to welcome Birds Eye to the NBL family.

“Their commitment to bringing people together through fun and enjoyment mirrors the spirit of basketball,” she says.

“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 its role across the NBL as the league continues its rapid rise in popularity.