Qantas enhances Cricket Australia ties with new shirt deal

Cricket Australia has enhanced its partnership with Qantas in a deal that will see the airline become the shirt sponsor of the men’s team for the upcoming 2017-18 season, which includes the showpiece Ashes series against England.

The deal marks the first time a commercial partner will have branding rights across the shirts of all three formats of men’s international cricket in Australia. The creation of a shirt partner category forms a major part of the changes made to Cricket Australia’s commercial partnership model, first announced during the 2016-17 season.

The new agreement deepens Qantas’ seven-year association with cricket in Australia which already includes naming rights for all overseas men’s tours and their position as Australian cricket’s airline partner.

Cricket Australia, the governing body of the sport in the country, renewed its partnership with Qantas in November 2015 through a contract running until 2020.

As part of the deal, Qantas branding has continued to appear on the team’s playing and training apparel on overseas tours.

Commenting on the new agreement, Cricket Australia general manager of broadcasting, digital media and commercial, Ben Amarfio, said: “To have an iconic Australian brand on our men’s playing shirts in an Ashes summer is a great fit, and we are looking forward to working with Qantas throughout the summer.

“The Australian cricket team playing shirt is highly visible throughout the summer and as such is a premium asset for brands looking to appeal to a broad consumer base.”