Hawke’s Bay Hawks and Big Barrel celebrate the start of long-term collaboration

Basketball team the Hawke’s Bay Hawks is proud to announce Big Barrel as its official naming rights partner.

This partnership marks the beginning of a long-term collaboration between Big Barrel, a local Hawke’s Bay business and liquor retailer, and one of the country’s most respected basketball franchises.

The synergy is clear: both brands share deep community ties, a relentless drive for success, and an unwavering commitment to their supporters.

Big Barrel is a proud community business, who have supported multiple sports and events over the last 22 years, and who are now excited to support and help grow basketball in Hawke’s Bay.

Passionate but hard-to-reach audience

Basketball is New Zealand’s fastest-growing sport and commands a highly engaged, youthful, and passionate audience. The Hawks’ fanbase is no exception:

• 1,600+ hours of televised content reaching over 21.6 million international viewers.
• A strong domestic following, with 553,260 fans watching 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,” says 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

As part of the agreement, both Big Barrel and the Hawks have implemented clear guidelines to ensure responsible sponsorship, particularly when engaging with younger audiences.

• No alcohol-related branding on youth-sized merchandise or junior team uniforms.
• School and youth activations will focus solely on basketball development, with no alcohol promotion.
• Players will wear Hawks-branded training apparel for school visits where required.
• A strong emphasis on community engagement, including grassroots basketball initiatives and family-friendly events.

“We recognise the responsibility that comes with an alcohol related sponsorship in sport,” says 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.”

Building a legacy

For the Hawks, this local partnership with Big Barrel 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,” says 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, ensuring alignment between the two brands.

“This partnership is a win-win,” says 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.”

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