This article contains information regarding the organisations enjoying a strong branding presence across the Australia men’s and/or women’s national cricket teams’ physical and digital assets as sponsors and partners of Cricket Australia, the country’s official cricket-governing body.
Also read: ICC Men’s T20 Cricket World Cup 2024 Sponsors
PlATINUM PARTNERS
NRMA Insurance
Cricket Australia announced its partnership with insurance company NRMA in October 2022.
The deal sees NRMA act as the insurance partner of both the men’s and women’s national teams of Cricket Australia and also support community cricket across the country.
Dettol
Health and sanitation products brand Dettol announced a four-year deal to become a Cricket Australia sponsor in September 2020, replacing Gillette, whose two-year deal officially came to an end in October 2020.
The deal sees Dettol hold naming rights for limited-overs international series for Cricket Australia’s men’s and women’s national cricket teams. It also works with Cricket Australia to support research and detect the transmission of germs in sport.
GOLD PARTNERS
CommBank
Cricket Australia has had the Commonwealth Bank of Australia (CommBank) on board as a sponsor since 1999.
The deal between the two parties was last extended in September 2021, with the new contract aiming to provide fully-funded international tours for the national teams. The partnership also supports women’s cricket, indigenous players, disabled players, and local clubs around the country.
The deal has seen the CommBank logo featured on the matchday shirts of the Australia women’s and men’s national teams in previous years.
KFC
Fast-food giant KFC announced in September 2020 that it had renewed its contract with Cricket Australia to keep hold of the naming rights for the Big Bash League (BBL).
The partnership, which has been going strong for over a decade, also includes sponsorship rights for the Australian women’s national cricket team and the Women’s Big Bash League.
In December 2022, the partnership was extended to run till the end of the 2024/25 BBL season.
Woolworths
Woolworths, one of Australia’s most iconic brands and the largest supermarket chain in the country, signed a multi-year partnership with Cricket Australia in June 2018, which saw the company secure the naming rights for Australian cricket’s entry-level programme: the (Woolworths) Cricket Blast.
The Woolworths Cricket Blast allows children to showcase their talent and progress through the ranks at a rapid pace. The Woolworths deal is aimed at supporting and nurturing the next generation of Australian talent via the Cricket Blast programme.
Asics
Sportswear brand Asics has been the official kit partner for the Australian national cricket teams since October 2011.
The deal was last extended in 2023 and is currently set to run till 2028.
Bet365
The online sports betting company has been the official betting partner for the Australian cricket team since 2012 and provides offers to cricket fans throughout the Australian cricketing season.
HCL Technologies
HCL Technologies signed a multi-year contract with Cricket Australia as its official technology partner in June 2019, replacing Accenture, which had been working with the Aussies on a five-year deal that began in November 2013.
As part of the deal, HCL handles Cricket Australia’s live app as well as its VR and AR projects among other facets.
Qantas
Qantas is the official airline of Cricket Australia. The Mascot-based Australian airline was founded back in 1920 and is now the nation’s largest air service provider.
As a Cricket Australia sponsor, Qantas’ logo features on the top right corner on the front of the match shirts sported by the Australian men’s national team, while it appears on the right-side sleeve of the women’s team’s shirt.
Toyota
Japanese automotive manufacturer Toyota extended its association with Cricket Australia for four more years as its official automobile partner in March 2022, extending its services to the Australia women’s national team in the process.
Toyota was originally brought on board by Cricket Australia in July 2012, which saw the launch of the Toyota Good for Cricket Raffle to raise funds for local cricket clubs.
Bundaberg
Bundaberg Distilling Company and its Ginger Beer vertical partnered with the Australia men’s and women’s national cricket teams in December 2021 as part of a “multi-year” agreement with Cricket Australia.
Bundaberg is currently the official beverage partner of Cricket Australia.
Foxtel
The broadcasting channel signed a six-year deal in April 2018 with Cricket Australia, becoming its official broadcasting partner and acquiring all the broadcasting rights for the Australian national cricket teams’ matches in the process.
Foxtel penned a fresh agreement with Cricket Australia in 2023, which is set to run until 2031. This partnership sees matches from all formats of both the men’s and the women’s game broadcast on Foxtel and its streaming platform, Kayo Sports.
Liquorland
It was announced in October 2023 that Cricket Australia had signed a four-year deal with brewing company Liquorland, thus bringing it on board as an official partner of the country’s men’s and women’s national cricket teams.
As part of the deal, Liquorland serves its Tinnies beer and Mr Finch cider during Cricket Australia events, while also enjoying pouring rights in the public area of the Gabba (Brisbane Cricket Ground).
Kayo Sports
Kayo Sports is a streaming service that and provides live sports and on-demand from Fox.
Foxtel has in place a deal with Cricket Australia that is set to run until 2031.
SILVER PARTNERS
Gatorade
The US-based sports drink company is Cricket Australia’s official sports drink brand.
A long-time supporter of Australian cricket, Gatorade and Cricket Australia decided to continue their partnership in October 2021 by signing a new three-year deal.
As part of the deal, Gatorade fuels the athletic performance of both the men’s and women’s national cricket teams of Australia.
Marsh
Insurance broking and risk management firm Marsh is the official risk partner of Cricket Australia.
The deal grants the firm naming rights to the (Marsh) Sheffield Shield and the (Marsh) One-Day Cup.
Nu-Pure
Cricket Australia entered into a partnership agreement with Nu-Pure in September 2021, thus making it the official water partner of the men’s and women’s cricket teams in the country.
The current deal, signed for a period of three years, is set to come to a close in 2024.
As part of the deal, Nu-Pure is to provide sparkling and still water to both the men’s and women’s national cricket teams of Australia.
Leave a Reply