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Sponsorship revenue boost for Cricket Australia

Cricket Australia has reported an Aus$8.3m ($5.9m) surplus in its financial report for 2017-2018, helped by ‘significant revenue growth’ from the federation’s partnership programme.

The report said that the commercial team had successfully completed the significant re-organisation of the federation partnership programme following a strategic review in 2016.

CA’s key assets were reconfigured to introduce a new Principal Team Partner across all formats of men’s international cricket, as well as Individual Series Partners and separate international and Big Bash League Naming Rights Partners.

New deals in the financial year included online property experts Domain as the Men’s Test Naming Rights Partner in a four-year deal, and a Principal Partner agreement with Alinta Energy for the Australian Men’s Cricket Team, also on four-year terms.

Other brands joining the Cricket Australia roster for the first time included retail brand Woolworths, Indian tyre company BKT Tires and cereal brand Weet-bix.

Fox Sports complemented its broadcast agreement with an all-of-cricket sponsorship agreement to drive subscriptions.

 

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.