Cricket Australia has announced that Wrigley has signed on as a league partner of the KFC Big Bash League (BBL) for the upcoming BBL|07 season.
The agreement also sees EXTRA chewing gum become the Official Gum of the Big Bash League.
The three-year deal builds on Wrigley’s successful first year as an official supplier of the BBL and will see EXTRA’s “Time to Shine” global campaign extends into the Big Bash.
The partnership will provide EXTRA with greater IP and activation rights in stadiums nationally across signage, umpire branding and vision screen, as well as on Cricket Australia digital and social platforms. Overall the deal builds a stronger association between EXTRA™ and the BBL, which has quickly become a staple of the summer for families across Australia.
Cricket Australia’s executive GM, broadcasting, digital media & commercial, Ben Amarfio, has welcomed the announcement of the partnership:
“We’re excited to welcome Wrigley as a league partner of the KFC Big Bash League and we’re looking forward to working with them as we head into BBL|07. EXTRA and their global “Time to Shine” platform aligns well with the entertaining and fun nature of the BBL.
“It’s fantastic that Wrigley has significantly expanded its relationship with Cricket Australia, having been an official supplier in BBL|06, as it demonstrates the strong value cricket represents to commercial partners. This announcement also marks the 8th new sponsor deal that Cricket Australia has signed this year.”
Wrigley Pacific Marketing Director, Alison Levins, said: “EXTRA is proud to extend our support of Australia’s Big Bash League as a major partner for the 2017/2018 season and beyond. Australia’s Big Bash League is a great fit for EXTRA – it’s youthful, energetic and fun for the whole family.
“For Wrigley, it’s all part of showing that EXTRA is at the ready, there to bring out your confidence in those moments when it’s your Time to Shine – whether you’re at the crease staring down a fast bowler, or in the stand cheering on your team.”
The Wrigley partnership deal follows the recent announcement that KFC has re-signed as naming rights partner of the Big Bash League for the next four years.