Latest News

Back to Latest News back


NBL investment in fan research pays dividends

NBL investment in fan research pays dividends
June 24, 2011

Having enjoying its most successful season in over a decade, the National Basketball League (NBL) is poised to continue to grow after investing heavily in detailed research of the fan base of the iiNet NBL Championship.

The 2010/11 iiNet NBL Championship season saw league average attendances increase by 12%, TV viewership and on-line traffic experience massive growth and four major new corporate partnerships for the league in what was a banner year.

The NBL showed its determination to capitalise on the momentum created in 2010/11 by recently enlisting the services of respected research firm IER Pty. Ltd. to conduct some wide-ranging fan research to help formulate the league's future strategic vision.

Subsequently, over 5,100 basketball fans participated in a survey either on-line or at games, answering questions aimed to help identify ways that the NBL could improve in terms of game presentation and entertainment.

The information collected has since been analysed and is providing the NBL and its clubs with a better understanding of just what its fans want.

Basketball Australia Chief Executive Larry Sengstock says that the research was already proving invaluable, explaining "we are a business and the fans are our customers, so it's absolutely critical to understand just where we are delivering on their expectations and where we need to make improvements.

"We must continue to deliver a quality entertainment experience for fans so this sort of initiative is vital if we are to capitalise on our recent growth and attract even more new fans to the NBL.

"The findings of the fan research have been incorporated into our strategic planning process and we are using it to develop new game entertainment and event presentation standards for our venues which will further improve the already exciting game experience for our fans and corporate partners."

Glenn Hardy, Partner at leading sports research company IER who undertook the study, said that the research revealed a number of positive indicators for the NBL. Hardy explained that "fans demonstrated a strong connection with the sport and high levels of advocacy.

Hardy explains that "this is likely to have a positive impact on Club memberships, with over 95% of existing members already indicating that they are 'very likely' or 'likely' to renew their membership for next season."

Hardy also outlined that "fans were upbeat about the NBL, with an overwhelming 89% reporting positive sentiment about the competition.

"This was particularly highlighted in the areas of competitiveness and quality of the game, where fans recorded high levels of satisfaction."

The research also revealed the NBL's position as a leading provider of sports entertainment, Hardy adding that the research illustrated that "fans enjoyed the short, fast paced nature of the game as an entertainment experience."

The 2011/12 iiNet NBL Championship tips-off on Friday 7th October.

For more information go to

Related Articles

21st April 2011 - Sell Out for Game two of NBL Grand Final Series

30th March 2010 - Martin Clarke leaves AIS for the Adelaide 36ers

11th June 2009 - Adelaide 36ers Sold to ‘Save our Sixers’ Consortium

1st June 2009 - Basketball Moves Forward As Tigers Join Competition

12th May 2009 - Seven Submissions for New Basketball League

11th February 2009 - Basketball Managers Come Together

19th September 2008 - Basketball Review Unveiled

9th June 2008 - Uncertainty on NBL Ownerships

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…

read more

Finance / Fitness / Technology



Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…

read more

Aquatics / Play / Recreation


TJS Services

TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide.  Our…

read more

Hospitality / Retail / Venues



Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation



Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks


iDwala Pty Ltd

iDwala is the Community Sports Surface Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…

read more

Consultants / Design / Recreation / Sport / Surfaces


Pricemark Pty Ltd

Pricemark supplies a wide range of custom branded membership & RFID access products for the Health & Leisure Industry. 

read more




Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business