Commonwealth Bank, Cricket Australia and M&C Saatchi Sport & Entertainment have committed to levelling the playing field in one of Australia’s biggest women’s sport and diversity campaigns.
Over three years, CommBank is investing $15 million into cricket for women and other diversity initiatives that will bring a greater mix of players onto the pitch and into the limelight.
One way CommBank and Cricket Australia is changing the way we see women in sport is through an investment to enhance the broadcast experience for viewers of the historic Commonwealth Bank Women’s Ashes day-night Test, which kicked off yesterday.
For the first-time, fans are able to experience the live stream in full HD, courtesy of broadcast quality equipment and a highly experienced production team.
An all-female commentary team including former Australia stars Mel Jones and Lisa Sthalekar, and former England heroes Charlotte Edwards and Isa Guha, are providing expert insights of the on-field action throughout the match.
Monique Macleod, acting chief marketing officer at CommBank, said: “We’ve supported the Australian women’s cricket and development teams since 1999, but last year we shifted the focus of our partnership with Cricket Australia to create more opportunities for our players at both the elite and grassroots level.
“We are particularly focused on strengthening the foundations of cricket for women, Indigenous players, players with disabilities, and at local clubs across Australia.”
In addition to women’s cricket initiatives, CommBank is also taking action to champion inclusion in cricket by supporting all abilities and multicultural players.
Jamie Gilbert-Smith, managing director M&C Saatchi Sport & Entertainment in Australia, said: “Cricket is an integral part of Australian culture and society. We have a shared vision with Commonwealth Bank and believe Australians deserve equal opportunity to take part in the game at all levels.
“There’s truth in the saying “You can’t be what you can’t see”, and we’re delighted that through our work with Commonwealth Bank and Cricket Australia, we’ll be playing a part in levelling the playing field and giving all Australians the inspiration and means to get involved in the national game.”
The key initiatives within the CommBank and Cricket Australia partnership are:
- Funding for Australia’s national disability teams and get them access to the same high-performance support that other elite representative cricket teams receive.
- Commissioning a tour by Australia’s Indigenous women’s and men’s squads of England in 2018 to commemorate the renowned all-Aboriginal team tour of England in 1868.
- Jointly funding with Cricket Australia the $1 million Growing Cricket for Girls Fund.
CommBank has provided more than one million dollars in grants, sponsorships and cricket gear to 395 to local cricket clubs around the country over the last five years.
The campaign was launched last month with the below TVC.
General manager of marketing strategy and brand: Sophie Finn
Senior sponsorship manager: Adrian Manca
Sponsorship manager: Regan Houlihan
Sponsorship coordinator: Una Kaloumaira
M&C Saatchi Sport & Entertainment
Managing director: Jamie Gilbert-Smith
Senior account director: Luke Haynes
Senior account manager: Katie Leslie
Creative director: Jon Kelly
Creative directors: Tim Green and David Jackson
Project director: Danielle Mountford
TV production: Taylor Thompson and Loren August
Creative workflow: Natalie Lavelle-Mangan