NBL Store
Delivering 10.8x ROAS for the NBL Store
NBL Store are the licenced marketplace for all Official NBL team merchandise.
Client: National Basketball League Store (NBL Store)
Industry: Sports Retail & eCommerce
Speciality: Official basketball merchandise, apparel & fashion
Established: 2018
Team: Operates under National Basketball League
Locations: Australia Wide
Partnership since: 2020
Origin
2020 marked a season of change for the NBL Store, with the launch of its eCommerce platform, Champion announced as its official on-court partner, and Red Herring Digital brought on to lead digital growth.
In our time with NBL Store, we have rebuilt their paid ads strategy, introduced conversion-focused Meta campaigns and optimised creative to attract higher-value traffic. While NBL Store remains our primary focus, our support extends to First Ever Group, consisting of other fashion brands, such as Champion Teamwear and FE Custom, which specialise in team merchandise and custom apparel.
Today, we manage and run all paid ads nationwide, delivering scalable results. Our approach continues to evolve to ensure sustained growth and improved return on ad spend continues.
The Scoreboard
Generated $2M+ in Total Revenue.
Achieved ROAS peaks as high as 10.83.
Successfully moved 16,342 purchases from a highly engaged pool of 163,000+ “Add to Carts.”
High-Efficiency Returns: Delivered a 9.20x weighted ROAS, far exceeding industry benchmarks.
Scalable Spending: Efficiently deployed a $221,429.67 budget to drive a 920% return on investment.
Growth timeline
1979: NBL was founded, beginning with 10 teams from across Australia.
1984: Major rule changes occur, including the shift to 48-minute games to align with NBA standards.
1990s: Basketball’s popularity soars in Australia, making it the 4th-most-popular spectator sport in the country.
1998: The league moves to a summer season (October – April) to avoid competition with the AFL & NRL.
2003 – 2005: The Sydney Kings achieve the first “three-peat” in NBL history.
2014: Property developer Larry Kestleman acquires a major stake in the league and begins to focus on marketing and online engagement.
2018: NBL Store launched.
NBL releases a new merchandise range with Kmart in-store and online.
2020: NBL Store’s ecommerce store goes live.
We partner with the NBL Store to accelerate online sales momentum, amplify their brand visibility and deliver an increase in ROAS.
Champion became the official on-court apparel partner supplying gear for all teams.
2020s: The league hits record-breaking attendance figures, seeing all-time highs in crowd and broadcast viewership.
2021: Red Herring Digital photographed all NBL Stores’ apparel and products for themed releases and events in our on-site photography studio (Yarraville Studio Hire).
A strategic partnership
We’ve worked alongside NBL Store for the better part of 6 years, improving visibility and scaling performance through paid ads strategy and Meta campaigns. By honing in on paid ads, we have driven higher-quality traffic and stronger purchase intent, delivering consistent results and significantly improving ROAS. For NBL Store, we have established a scalable foundation for continued eCommerce growth.
Client testimonial
“Working with Red Herring Digital has been a huge asset for our business. They’ve supported us across paid ads, content creation and campaign execution, consistently helping us hit our ROAS objectives and improve performance across key NBL Store official merchandise campaigns.
One thing that stands out is how responsive and proactive the team is. We can turn a brief into a live campaign in a really short timeframe, which is critical in the fast-paced retail environment we operate in.
Beyond paid media, they’ve also helped us with regular content shoots for our merchandise ranges, producing high-quality creative that we’ve used across our website, EDMs and social channels.
They feel like an extension of our internal team and are always willing to collaborate, problem solve and help wherever needed. Would highly recommend them to any brand looking for a reliable and creative digital partner.”
Zach – General Manager at FE Group