BRITISH-BASED healthcare firm BUPA has signed up to be the official healthcare partner of Cricket Australia for the next three years.
The deal, which will also see BUPA assume the naming rights to the country’s premier domestic competition the Sheffield Shield, is valued by Frontiers at around $1.5m per year.
The sponsorship of Cricket Australia signifies BUPA’s expansion in Australian sport where they already have major partner agreements with Hawthorn and the Brisbane Lions in the Australian Football League (AFL).
As well as the obvious benefits of a commercial agreement for Cricket Australia and BUPA, activation of the partnership will see the two parties working together to offer advice to fans on nutrition, training and injury prevention.
Part of a sponsor shake-up inside the Cricket Australia organization the BUPA deal follows the arrival of Asics as the men’s and women’s national teams’ official footwear and apparel sponsor.
Replacing adidas, which as a principal partner paid around $3m per year, Asics will provide the kit for at least the next four years through the 2015 Cricket World Cup.
Official partners of Cricket Australia:
- Commonwealth Bank of Australia
- Vodafone
- Fosters Group (VB & Wolf Blass)
- Ford
- KFC
- Asics
- BUPA
- Milo
- Coca-Cola
- Bunnings
- Weet-Bix
- Betfair
- Gatorade