CRICKET AUSTRALIA received a late Christmas present over the festive season with Qantas, Australia’s national airline, signing a four-year sponsorship deal at the Melbourne Cricket Ground on Boxing Day.
Despite numerous media reports describing the partnership as an extension, the deal is in fact a new sponsorship agreement, valued by Frontloaded at around $1m-$2m per year, with Qantas replacing Emirates as Cricket Australia’s official airline.
Having been subject to global criticism earlier in December after its involvement in an industrial dispute, the sponsorship agreement with Cricket Australia should go some way to restoring brand health for Qantas.
Uniting with Cricket Australia sees Qantas add another national sporting body to its stable, with partnerships with the Australian Rugby Union, Football Federation Australia and the Australian Olympic Committee already in place.
Coupling the above properties with iconic Australian brand ambassadors such as golfer Greg Norman, Olympic hero Cathy Freeman and Rugby World Cup winning-captain John Eales, Qantas is renowned for its national allegiance.
The airline is also the naming rights partner of the Australian Grand Prix having signed up as premier partner in 2010 and subsequently renewing for the 2011 race, paying around $3m-$4m per year.
Keep an eye out for the new SportBusiness Cricket Money report which will be published later this month.