In arguably one of the stranger sports marketing partnerships in recent times, Cricket Australia has joined forces with Aussie music superstar Tones And I to launch the upcoming summer of Big Bash and a new look from apparel partner Nike.
The league has welcomed Tones And I as an ambassador for the KFC BBL|11 and Weber WBBL|07 competitions, with her music to be heard throughout the summer of Big Bash.
It’s not exactly clear if the singer is a massive cricket fan.
The Australian singer-songwriter shot to global superstardom with her song Dance Monkey, which topped music charts in 30 countries, earned her four ARIA Awards, and has been followed by a slew of multi-platinum ARIA hit singles.
Her debut album, Welcome To The Madhouse, debuted at number one on the ARIA Album Chart following its July release, with current single Cloudy Day already amassing more than 40 million global streams.
Tones And I has begun her partnership with the Big Bash by unveiling Nike’s new world-class on-field apparel range to be worn by all eight clubs this summer.
The new Nike range is characterised by its striking icons and bold colour, emphasising the unique attributes of each club while maintaining links to the Leagues as a whole. The range is further enriched via textural elements from Nike’s latest Global Design Direction.
Today’s announcement marks the first time Nike has released an apparel range for an entire League in Australia and symbolises our shared vision of uniting communities through sport, which has never been more important.
Fans can register to be the first to access the new Nike Big Bash apparel at shop.cricket.com.au.
Regarding her new partnership with the Big Bash Leagues, Tones And I said: “The new Nike kits for this year’s Big Bash are sick and I’m looking forward to getting to a match. At the end of the day, cricket is the real winner.”
Nike’s Pacific vice president and general manager, Ashley Reade, said: “We can’t wait for the next generation of cricket and Big Bash athletes to embrace the colours of summer which will come to life this season through the new Nike kits.
“With bold designs and rich colours, they will be worn with pride, both on and off the pitch and inspire a renewed energy during an exciting summer of cricket.”
Nick Hockley, Cricket Australia’s chief executive officer, said: “This is an incredibly exciting day for Australian cricket, with our KFC BBL|11 and Weber WBBL|07 seasons being launched by Tones And I and a bold new look from Nike.
“We are privileged to have such strong support from iconic names within the music and apparel industries, who together will help take the Big Bash from strength to strength, both as a cricket competition and as an integral part of the Australian summer.
“We thank Tones And I, Nike and all our partners including KFC, Weber, Seven, Foxtel and Kayo, for their incredible support of the Big Bash Leagues.”
Alistair Dobson, Cricket Australia’s general manager of Big Bash Leagues, said: “The Big Bash prides itself on inspiring the next generation of cricket fans. We’re taking that to a new level this year, celebrating the power of music and sport to unite communities through our partnerships with Tones And I and Nike respectively.
“Tones And I is idolised globally for her eccentric personality and unique sound, instilling courage in her fans to follow her footsteps and embrace their own individuality.
“This is a similar mission to that of Nike, who for 50 years has encouraged athletes and fans from diverse backgrounds and communities to connect through sport and fashion.
“To see an artist of Tones And I’s stature unveiling our range of striking uniforms emblazoned with the iconic Swoosh and Big Bash logos symbolises the strides the Big Bash has come in its decade at the centre of the Australian summer.
“As we approach KFC BBL|11 and Weber WBBL|07, we’re proud to work with Tones And I, Nike and all our commercial and broadcast partners and clubs to bring our fans another exciting summer of Big Bash.”
The summer of Big Bash begins with the Weber WBBL|07 season opener between the Sydney Sixers and Melbourne Stars at Blundstone Arena on Thursday 14 October.
Fans can watch the Big Bash live on Seven, Foxtel, Kayo and cricket.com.au (Weber WBBL) or listen on ABC Radio (Weber WBBL) and SEN (KFC BBL).
