Cricket Australia signs wide-ranging Woolworths deal

Supermarket chain Woolworths has entered into a partnership with the Cricket Australia national governing body.

The deal, the length of which was not disclosed, will cover grassroots and elite-level cricket in Australia.

Woolworths will be an official partner of Australia’s men’s national team and international series played in the country, as well as an official supplier of the Big Bash League and Women’s Big Bash League Twenty20 competitions.

Woolworths will take on naming rights to the new Cricket Blast program, which is replacing the in2Cricket and T20 Blast initiatives in schools and clubs from this season.

Woolworths will also be the presenting partner of the Mascot Challenge, a school program for kindergarten to Year 2 students, junior cricket formats, regional talent academies and male underage teams and championships.

Cricket Australia chief executive James Sutherland said: “With their focus on fresh food and the community as Australia’s Fresh Food People, this is the perfect partnership to help inspire budding cricketers as they start their journey with the game.

“We are confident that the Woolworths team, together with cricket’s 4,000 clubs and thousands of volunteers, will bring this partnership to life in a positive way, making it easier and fun for more kids to eat well, be active and play cricket.”