Big Barrel signs on as Hawks’ naming rights sponsor

AUCKLAND, Today: The Hawke’s Bay Hawks are thrilled to welcome Big Barrel as their official Naming Rights Partner, marking the beginning of an exciting new era as the Big Barrel Hawks for the 2025 Sal’s NBL season.

This long-term partnership brings together Big Barrel, a proud Hawke’s Bay business and New Zealand’s leading liquor retailer, with one of the country’s most respected basketball franchises. Both share deep community roots, a passion for success, and a commitment to their supporters.

Big Barrel has supported local sports and events for over 22 years and is now excited to contribute to the growth of basketball in Hawke’s Bay.

Tapping into a Passionate Fanbase
Basketball is New Zealand’s fastest-growing sport, with a young and highly engaged audience. The Hawks’ reach is undeniable:

• 1,600+ hours of televised content, viewed by over 21.6 million international fans
• 553,260 domestic viewers tuning in to Sal’s NBL coverage on Sky Sport and Sky Open in 2024
• The most-watched TikTok Live team in NZ Basketball, with 106,738 unique viewers in 2024
• A core audience of 18-44-year-old males, a key demographic for Big Barrel

“This partnership allows us to connect with a high-value audience in an authentic, community-driven way.” – Trevor Smith

“This partnership allows us to connect with a high-value audience in an authentic, community-driven way,” said Trevor Smith, from Big Barrel. “The Hawks aren’t just a basketball team, they’re a movement, and we’re excited to be part of their journey.”

A Responsible, Community-First Approach
Both Big Barrel and the Hawks are committed to ensuring responsible sponsorship, particularly when engaging younger audiences. Key guidelines include:

• No alcohol-related branding on youth-sized merchandise or junior team uniforms
• School and youth activations focused solely on basketball development, with no alcohol promotion
• Players in Hawks-branded training gear for school visits when required
• A strong focus on grassroots basketball and family-friendly events

“We recognise the responsibility that comes with an alcohol-related sponsorship in sport,” said Jarrod Kenny, General Manager of the Big Barrel Hawks. “We’ve taken proactive steps to ensure that this partnership is socially responsible while maximising the benefits for our fans, our players, and the wider Hawke’s Bay community.”

“This partnership is a win-win. Big Barrel gains access to a highly engaged and hard-to-reach male audience, while the Hawks secure a committed long-term partner.” – Tom Young

Building a Legacy on and off the Court
For the Hawks, this local partnership represents stability, investment, and a shared vision for long-term success.

“Having Hawke’s Bay businesses back us in this economic climate is no small feat. We see this as more than just a sponsorship, we see this as a partnership built on shared values and ambition,” said Sally Crown, Chairperson of the Hawks.

“Big Barrel’s support ensures that we can continue to grow, compete, and inspire the next generation of basketball talent in Hawke’s Bay.”

The deal was brokered by FizzyPop, a leading marketing agency that helped align both brands.

“This partnership is a win-win,” said Tom Young, intermediary for the deal. “Big Barrel gains access to a highly engaged and hard-to-reach male audience, while the Hawks secure a committed long-term partner. It’s the start of something special, and we can’t wait to see the team take flight in 2025.”

The Road to 2025
With a refreshed brand, a fearless squad, and an unbreakable Hawks Whānau, the Big Barrel Hawks are ready to take on the 2025 Sal’s NBL season with passion, grit, and championship ambition.

• Big Barrel: bigbarrel.co.nz
• Hawks: hawks.org.nz
• FizzyPop: FizzyPop.nz