Cricket Australia extends Woolworths partnership

Australian retail and supermarket company Woolworths has extended its partnership with the country’s cricket-governing body Cricket Australia (CA).

The two-year extension will see Woolworths continue to enjoy naming rights of Australia’s entry-level programme, Woolworths Cricket Blast, which sees more than 60,000 children join over 3,000 clubs every year.

The extension of the agreement between the two parties will also see them working on a Women’s Big Bash League (WBBL) round that will “commemorate kids’ nourishment” during the upcoming WBBL games between November 18 and 20, 2022 in Sydney and Moe. This event will aim to encourage the kids and their parents to consume fresh fruits and vegetables. 

James Allsopp, Executive General Manager Community Cricket and Capability, Cricket Australia, commented:

“Woolworths plays a critical role in our game from the junior cricket pathway and grassroots right through to the elite levels, and we’re delighted our partnership is extending. We are grateful for the opportunities Woolworths will help provide the next generation of cricketers by encouraging participation and enjoyment of the game via a range of initiatives.

“We have a strong focus on making cricket fun and accessible for five to 12-year-old kids and the Woolworths Cricket Blast program plays a vital role in achieving this key component of Australian Cricket’s Where the Game Grows strategic plan. Through our partnership with Woolworths and cricket’s 4,000-plus clubs and thousands of volunteers, we look forward to making it easy and enjoyable for kids to eat well, be active and play cricket.“

Sarah De La Mare, Head of Community & Sponsorships, Woolworths, added:

“We’re thrilled to extend our partnership and to support young people from all walks of life to stay active and healthy through cricket. Through the Woolworths Pick Fresh Play Fresh Round, we hope to inspire better eating habits and a love of the sport that will benefit a generation of young Aussies for years to come.

“We also look forward to bringing our superhero campaign to life this summer, showing how picking fresh fruit and vegetables helps Aussie kids unlock superhero powers to be at their best on the ground.“