This article contains information regarding the organisations enjoying a strong branding presence across the men’s and women’s Big Bash League (BBL) tournaments’ physical and digital assets as their sponsors and partners for the 2022-23 season.
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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$6.5m per year.
In 2020, Cricket Australia (CA), the nationwide governing body of professional and amateur cricket, re-signed KFC as the men’s BBL’s (MBBL) title sponsor in a three-year agreement worth AU$8m per year, having reportedly rejected an offer from rival fast-food giant McDonald’s, which was estimated to be in excess of AU$10m 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 women’s BBL (WBBL) until 2025.
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.
Fox Sports, a Gore Hill-headquartered, Foxtel-owned pay-TV sports channels network, alongwith 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$1.18bn 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 the exclusive broadcasting rights for all BBL matches within Australia.
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$1.7m 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, which also extended Toyota’s sponsorship of the two BBLs.
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 MBBL in a deal that is now set to run until 2023.
BKT also sponsors the MBBLs’ Golden Bat and Golden Arm caps, which are held throughout the season by the highest run-scorer and the highest wicket-taker, respectively.
The Sydney headquartered Australian financial institution was announced by CA as an official sponsor of the MBBL in December 2012. CommBank extended its support to the WBBL after agreeing a renewal of its deal with CA in October 2016.
The American sportswear giant was announced as the league-wide supplier of playing, training and supporters’ kits for all eight teams across the two BBLs in June 2021. Nike replaced rival American brand Majestic Athletic in this capacity.
The Woolloomooloo, New South Wales-based headwear and merchandise apparel brand was announced as the Official On-Field Headwear Supplier to the two BBLs in September 2019.
As per the deal, since the 2019-20 season, ‘47 not only supplies visors and caps to all BBL teams, it also supplies the supporters’ headwear for all eight teams.
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.
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.
The Macquarie Radio Network is an official CA radio partner. As far as the BBLs are concerned, Macquarie extensively covers the KFC BBL.
The Melbourne-headquartered Australian-American radio company is also an official CA radio partner that extensively covers the KFC BBL.
The Mumbai-headquartered Indian fantasy sports platform serves as the Official Fantasy Game Partner of both the BBLs since December 2018.
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 BBL season.
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