Cricket Australia energised with Alinta shirt sponsorship
Australia's national cricket teams will have a new shirt sponsor after Alinta Energy, the national electricity and natural gas supplier, signed a deal with Cricket Australia, the domestic governing body.
Under the four-year deal, Alinta’s logo is to have a presence on the jerseys of the men’s national team for intentional fixtures played in Australia across all three formats - test, one-day and Twenty20.
The new kit will make its debut during Australia’s one-day series against South Africa at Perth Stadium in November.
In addition to shirt branding rights, Alinta is to feature as a principal part of Cricket Australia’s national digital community platform, MyCricket.
Alinta replaces Qantas, the Australian airline, which had sponsored the men’s teams’ shirts during the recent home ‘Ashes’ series against England.
Qantas is to remain an overseas tour partner of Cricket Australia.
Australian cricket is hoping to bounce back from the ball tampering scandal that tarnished the international team’s reputation earlier this year.
National team captain Steve Smith, vice-captain David Warner and Cameron Bancroft were implicated in ball-tampering, widely regarded as cheating, during a test match against South Africa in Cape Town in March.
Smith and Warner were banned from international and state cricket for a year, and Bancroft for nine months.
As a result of the scandal, Magellan Financial terminated its sponsorship deal with Cricket Australia.
Sponsors have also abandoned the three players, with Smith losing deals with Sanitarium and Commonwealth Bank, and sportswear firm Asics dropping opening batsmen Warner and Bancroft, while electronics firm LG has opted not to extend its deal with Warner, in light of recent events.
Meanwhile, Emirates, the Dubai-based airline, has renewed its sponsorship of Lancashire Cricket, the English county side.
Emirates retains shirt sponsorship rights in the Vitality Blast, the domestic Twenty20 competition, until 2023.
The “record” five-year extension plus Emirates’ existing naming rights deal for Lancashire’s Old Trafford home venue are the most valuable in domestic cricket, according to the team.
Daniel Gidney, chief executive at Lancashire Cricket Club, said: “This positions the Emirates sponsorship at Lancashire as one of the longest and most recognisable in the game.
“We’re hugely proud of our long term relationship, which commenced in 2013, and this announcement, with a world-leading brand who believe in the same way of working as us, will see customer and fan focused activations, as well as being another positive step as part of the Club’s continued commercial growth and development.”