Singtel-owned telco Optus has snapped up a three-year sponsorship agreement with the National Basketball Leage and the Women’s National Basketball League supporting the continued growth of basketball across Australia.

Optus said that with more than one million Australians playing annually, basketball was one of the country’s fastest growing and most culturally influential sports, with millions more engaging as fans across metropolitan, regional and grassroots communities.

“The partnership with Optus reflects a shared ambition to deepen fan connection to the game while helping drive the next phase of growth for both leagues, including the continued rise of women’s basketball in Australia,” it said.

Optus Chief Executive Officer Stephen Rue said the partnership reflects a shared focus on creating meaningful connections through sport.

“Basketball has become one of the most exciting and culturally relevant sports in Australia, with incredible momentum at both a community and professional level,” Rue said.

“This partnership with the NBL and WNBL is about connecting fans to the moments that matter, supporting the communities where the game is played, and helping Australian basketball continue to grow – on and off the court.”

The partnership comes as the NBL and WNBL focusses on relevance and visibility in Australian sport, with increasing engagement from fans across the country.

“The NBL and WNBL represents what the future of Australian sport looks like – inclusive, fast-growing, community-driven and deeply connected to its fans,” Rue said.

“When you invest in the fundamentals – fans, community and the quality of the game – momentum follows. We’re proud to be a part of what comes next for Australian basketball.”