Commonwealth Bank made a huge bet in 2016 – to terminate its multi-year deal with the Australian men’s cricket team worth up to $50 million, but keep its sponsorship of the women’s game.

It was a risky move for a company aiming to put itself in front of as many people as possible, with men’s cricket among the country’s top sports. And yet the country’s biggest bank doubled down in 2021 when it announced a four-year sponsorship package for the national women’s soccer team.