Just some observations with recent developments in the NBL and iiNET partnership..
iiNET is sponsoring the "Backyard basketball hero" competition which links the NBL with the online technology that iiNET represents. However, I think the boys from Perth of Youtube fame probably have this competition rigged. In many ways, this is a great promotion for iiNET to be involved in because it represents the "grassroots" success that both the NBL and iiNET have in common. It is another way to give back to the community that is backing local basketball in Australia.
Success is the keyword for the week with various people like Andrew Gaze and Adam Ballinger talking about how well the NBL has been revived in this 2010/11 season. I think the fact that the NBL is coinciding with the NBA season has also helped the NBL ride the coat tails of the NBA. Shows like Overtime create a montage of American and Australian basketball coverage each week. The commentary for the games shown live have also been much better and exciting. Radio coverage has helped as well with some games only broadcast on the radio in some cities.
WHAT'S NEXT: For iiNET to look more than just a corporate sponsor, there needs to be some connection between iiNET customers and basketball fans. There are many ways that this can be done and I am looking forward to the second half of this season to see whether this partnership will mature into one of Australia's greatest marketing success stories.
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