Cricket’s governing body has taken a step in repairing its commercial reputation, signing Alinta Energy as a major sponsor for the national men’s team.
The WA brand is coming on board the rickety Cricket Australia (CA) train as the principal partner of the Australian men’s cricket team and the national digital platform MyCricket from July 2018, in a four-year agreement that extends from the elite level to grassroots cricket.
The deal will see Alita Energy take over from Qantas as a shirt sponsor for Test matches, one-day internationals and T20 games as part of a four-year deal that extends from the elite level to grassroots cricket.
CA chief James Sutherland said: “We are delighted to welcome Alinta Energy on board as the principal partner of Cricket Australia, and for them to feature on the playing shirts of the Australian men’s cricket team and MyCricket platform.
“Alinta Energy has made a long-term commitment to cricket and the Australian men’s team, and we look forward to a successful partnership which includes our support of them and their business growth aspirations.”
Alinta Energy managing director and CEO Jeff Dimery said the sponsorship is a big moment for the company.
“This is an exciting moment for Alinta Energy. This partnership reflects our growth into a national energy player and gives us a great opportunity to take our message around more affordable energy further than ever before,” he said.
“Australian cricket is an institution that will continue to engage and inspire us, and we’re proud to be backing the sport from the community to elite level for the next four years.”
The signing would come as a relief for CA, which has been under pressure to find a new commercial partner after losing Magellan as its naming rights sponsor for men’s Test matches over the much-publicised ball-tampering scandal in March.
Magellan wasn’t the only sponsor to react negatively to the ball-tampering scandal that engulfed the Aussie men’s cricket team, with Qantas, Commonwealth Bank and Skins all asking for a ‘please explain’ from CA.
However, it seems everything is slowly falling back into place for the sporting body, having recently signed a big money TV broadcast deal with Seven and Foxtel.
CA is also set to announce a new radio broadcast rights deal very soon, with Macquarie Media, the ABC and Crocmedia all in the frame after Southern Cross Austereo opted out earlier this month.
In this piece, Doddle APAC CEO Justin Dery explains why retail marketers should look beyond traditional delivery options this Christmas. 2020 has been a year like no other, and marketers across the world, regardless of industry, have been forced to rethink brand interaction, upweighting digital and tracking rapidly evolving consumer behaviour. This year’s sales season […]
Following an extensive search, Sydney WorldPride today announced the appointment of Adam Zammit to the newly created role of Director, Partnership & Revenue. WorldPride – an international festival celebrating LGBTIQ+ culture and joy – will be held for the first time in the Southern Hemisphere, when the festival comes to Sydney in 2023. Zammit’s key […]
PAW Patrol’s heroic pups are on a roll this summer and ready to spread the word about the importance of water safety, through the PAW Patrol Safety First! prosocial initiative. The water safety program, created in partnership with world champion swimmer and water safety advocate Michael Phelps, launches today with a public service announcement. Starring […]
Independent creative agency, The Core Agency, has created a new campaign for national in-home aged care and disability support provider, Just Better Care. Just Better Care is one of Australia’s largest accredited providers, delivering in-home social and lifestyle support services that enable people to live independently.Its network of over 40 franchise territories provides affordable and […]
Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch. The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the […]
From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc. Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers. […]
Ad tech vendor Adform had made a significant step towards promoting transparency in digital advertising, becoming the first global ad tech vendor to subject its tech stack to an independent audit. The audit follows a report released in May 2020 by the ISBA and AOP in the UK. The research, which was executed by PwC, […]
Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]
Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model. It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’. It also revealed some of the […]