Rahul NareshThis article contains information about the organisations serving as sponsors and brand partners to the KFC Big Bash League (BBL) and the Weber Women’s Big Bash League (WBBL) and enjoying a strong branding presence across their physical and digital assets during the 2023/24 Big Bash season.
Also read: Cricket Australia partners and sponsors 2023
KFC
The Louisville, Kentucky-headquartered American fast food giant has been the title sponsor of the men’s BBL since its inaugural 2011 season. This deal was then renewed in 2017 and was reportedly worth AU$6.5 million per year.
In 2020, Cricket Australia (CA), the nationwide governing body of professional and amateur cricket, re-signed KFC as the men’s BBL title sponsor in a three-year agreement worth AU$8 million per year, having reportedly rejected an offer from rival fast-food giant McDonald’s, which was estimated to be over AU$10 million per year.
KFC once again renewed its BBL partnership with CA in December 2022, with the deal making KFC the title sponsor of the men’s BBL as well as an official sponsor of the WBBL until 2025.
Weber
The Palatine, Illinois-headquartered barbecue grills manufacturer was announced as the title sponsor of the WBBL in September 2021. Since its 2021 edition, thus, the tournament is known as the Weber WBBL.
Weber replaced Rhodes, New South Wales-headquartered Australian sports apparel company Rebel as the title sponsor of the WBBL; Rebel had served the league in this role since its inaugural season (2015/16).
Weber renewed its WBBL naming rights agreement with CA in October 2022. The new deal sees Weber serve as the title sponsor to the WBBL until the end of the 2023/24 season.
Foxtel
Fox Sports, a Gore Hill-headquartered, Foxtel-owned pay-TV sports channels network, along with the Seven Network, an Eveleigh, New South Wales-headquartered commercial free-to-air Australian network, signed a deal with CA in April 2018, which was reportedly worth AU$1.18 billion and covered seasons 2018/19 to 2023/24. The deal included domestic broadcasting rights for limited-over international matches as well as select domestic matches, which included both the BBLs as well.
Since then, Fox Sports and Seven have held exclusive broadcasting rights for all men’s BBL and the WBBL matches within Australia.
Toyota
The Toyota, Aichi-headquartered Japanese automaking giant has been a partner of CA since 2012. The deal sees Toyota support CA’s grassroots initiatives, its national teams, its state cricket associations, as well as the BBLs. It also serves as the naming rights partner to the regional Australian Country Cricket Championships, while also conducting the Toyota Good for Cricket Raffle, which has reportedly raised AU$1.7 million for local cricket clubs since 2012.
CA and Toyota renewed their partnership in a four-year agreement in November 2017. Then, in March 2022, the two parties once again renewed their agreement for yet another four-year period, which also extended Toyota’s sponsorship of the two BBLs.
BKT
The Mumbai-headquartered Indian tyre manufacturer initially signed on as a KFC BBL League Supplier in 2018 on a three-year deal. Two years later, in October 2020, this deal was renewed and expanded, making BKT a League Partner of the men’s BBL till 2023.
In October 2023, it was announced that BKT would continue in a similar capacity for three more years.
BKT also sponsors the men’s BBL’s Golden Bat and Golden Arm caps, which are held throughout the season by the highest run-scorer and the highest wicket-taker, respectively.
Commonwealth Bank
The Sydney-headquartered Australian financial institution was announced by CA as an official sponsor of the men’s BBL in December 2012.
CommBank extended its support to the WBBL after agreeing to a renewal of its deal with CA in October 2016.
Mitchell and Ness
Nostalgic and throwback sportswear manufacturer Mitchell and Ness was announced as the on-field and supporter headwear partner of the men’s BBL and the WBBL for two seasons in September 2023. Thanks to the agreement, fans can buy Mitchell & Ness supporter headwear at BBL matches throughout the 2023/24 season.
Woolworths
Woolworths, a major supermarket chain across Australia and New Zealand, has been a WBBL sponsor since June 2018, when it became an official supporter of CA. Apart from the branding rights, the deal also entails collaboration over CSR projects.
Woolworths and CA renewed their partnership, and, by extension, the WBBL sponsorship of the former, in November 2022 on a two-year deal.
ABC Radio
The radio network of the Australian Broadcasting Corporation (ABC) has been an Australian cricket broadcaster for over eight decades.
As far as the BBLs are concerned, ABC Radio extensively covers the Weber WBBL.
Sports Entertainment Network
The Melbourne-headquartered Australian-American radio company is also an official Cricket Australia radio partner that extensively covers the KFC BBL.
Dream11
The Mumbai-headquartered Indian fantasy sports platform has served as the Official Fantasy Game Partner of both the BBLs since December 2018.
NERF
The Hasbro-owned toy weapons brand has been the Official Fun Partner of the BBLs since November 2021.
Apart from branding rights, the partnership entails the two parties collaborating over fan engagement activities both on and off the field throughout a Big Bash season.
The deal sees one fan gain the opportunity to win the “Ultimate KFC BBL Stadium Staycation”, which includes an all-expenses paid trip to the NERF House at Adelaide Oval.
HCLTech
Global tech company HCLTech was announced as an Official Partner of Cricket Australia in August 2023 for the latter’s next phase of digital transformation. The two parties have worked together since 2019.
As part of the new deal, HCLTech works towards enhancing CA’s digital platforms using the latest technology. Via this deal with CA, HCLTech also serves as a partner to the men’s BBL and the WBBL.
Also read: Big Bash League Sponsors 2022/23
