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Wrigley steps up Big Bash backing

Chewing gum brand Wrigley has upgraded its sponsorship of the Big Bash League to become a an official partner of the Australian Twenty20 cricket competition.
 
The three-year agreement covers the 2017-18 to 2019-20 editions of the BBL. The new partnership builds on Wrigley’s supplier deal with the BBL during the 2016-17 season.
 
As part of the agreement, Wrigley’s Extra brand will serve as the official gum of the BBL. The partnership will incorporate Extra’s ‘Time to Shine’ global campaign.
 
Extra will be provided with greater IP and activation rights in stadia nationally through signage, umpire branding and big screen exposure, as well as through Cricket Australia's digital and social media platforms.

Cricket Australia’s executive general manager of broadcasting, digital media and commercial, Ben Amarfio, said: “It’s fantastic that Wrigley has significantly expanded its relationship with Cricket Australia, having been an official supplier in BBL|06, as it demonstrates the strong value cricket represents to commercial partners. This announcement also marks the eighth new sponsor deal that Cricket Australia has signed this year.”