Even the best marketing in the world can get you only so far. The NBL has stepped up its off-court game, now it's up to the players to do the same.

Monday night's season launch at the Crown Palladium in Melbourne was eye catching in every way. From indoor pyrotechnics to the breakdancing posse to singers who actually got the guests on the dance floor (a rarity at such corporate gigs), the night was all about making a statement.

NBL executive director Larry Kestelman was rightly unapologetic about bringing what he called the "glitz and the glamour" back to the league. There's nothing wrong with splashing the cash, especially when you are trying to change perceptions about the NBL being a financial wasteland for club owners.

Style can be super but also superficial. It's the substance of the NBL which will determine whether its latest incarnation will be successful.

On that front, it's all coming up Milhouse. The playing strength has never been greater. Ever. Former players can be notorious for remembering their own era as being better and better as the years progress but it was refreshing to hear the candour of the likes of Sydney Kings legend Steve Carfino, who was adamant the 2015-16 rosters leave the teams from the 1990s glory days in the shade. 

That message is gradually getting out to the Australian sporting public.

The NBL will reach more TV viewers this season with the five-games-per-week live on Fox Sports deal coupled with Monday's announcement that Channel 9 has come to the party to give the league a free-to-air presence via Gem.

There is now no excuse for all those supposed fans who profess to a deep admiration of Australian basketball but couldn't tell you the last time they watched a game.

The downside to the greater TV exposure is that crowds will likely take a hit, especially the greater amount of Wednesday and Thursday night fixtures. But it's a risk worth taking.

Cricket's Big Bash League has disproved the theory that you can't attract crowds during the week in Australia and the NBL needs to get a slice of this market, particularly during the December-January school holiday period.

The New Zealand Breakers deserve to be favourites to defend their title when they tip off the season in Adelaide on Wednesday night.

With shooting guard Corey Webster chasing his NBA dream with the New Orleans Pelicans, a heavy burden will fall on the shoulders of star playmaker Cedric Jackson for the team to maintain its mantle at the top. 

Townsville appear to be the majority pick to finish at the bottom of the ladder while the other six teams all have the potential to dethrone the Breakers but at least three of them won't make the playoffs. The competition is that open.

Sydney should enjoy a winning season for the first time since their readmission in 2010. Whichever way you frame it they have been underachievers recently. With centre Julian Khazzouh returning to give them a scoring option in the paint and Boston Celtics draft pick Marcus Thornton doing likewise from the perimeter, star import Josh Childress says he is relishing the prospect of not being swamped by opposing defences whenever he steps across half-court.

Childress was a class above the rest of the league last season and he would have won the MVP award by the length of the straight and carried the Kings to the playoffs if not for his hamstring and pectoral injuries.

Melbourne United have followed Sydney's lead by signing a true NBA senior pro in Hakim Warrick. They will be better - Chris Goulding's return will be significant on offence - and also expect to make the leap from also-rans to genuine contenders. 

United he stands: Former NBA player Hakim Warrick. Photo: Eddie Jim

The rebranded Illawarra Hawks seem to be everyone's dark horse to make a massive jump from wooden spooners to an elite outfit.

Illawarra recruited well by signing former MVPs Kevin Lisch and Kirk Penney plus ex-Kings centre AJ Ogilvy while replacing favourite son Gordie McLeod with an equally accomplished coach in Rob Beveridge.

However there was similar optimism around the club this time last year following the acquisition of another former MVP in Gary Ervin and a highly rated big man in Luke Nevill but it translated into nothing.

Perth, who have done well to land Nate Jawai as they aim for an astounding 30th straight finals appearance, runners-up Cairns and Adelaide also look the goods this season.

The off-court style and on-court substance should translate into a season to remember but importantly, as Kestelman stressed in launching the season, set the NBL up for years to come so that marketing hype is not so desperately needed to get the league back where it belongs in the mainstream of Australian sport.