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.