Cricket Australia and Vodafone join forces after a decade apart
As Cricket Australia considers whether it will allow a major sponsor to be displayed across the front of its Test strip, an old partner has returned with a financial windfall that will help out both the men’s and women’s competitions.
Cricket
Don't miss out on the headlines from Cricket. Followed categories will be added to My News.
Cricket Australia has signed telecommunications giant Vodafone to a rich new deal, as it weighs up whether to splash another sponsor across the previously sacred team shirt.
As part of their bid to help member nations through the financial strain of COVID-19, the International Cricket Council has given teams a 12 month window where they’re allowed to display a shirt sponsor across their crisp, white Test shirts.
England and the West Indies seized on the chance to give loyal sponsors a greater plug during their recent Test series, but CA are still uncertain about whether they want to make the break from tradition.
Watch every ball of Australia’s Tour of England Live & On-Demand on Kayo. New to Kayo? Get your free trial now & start streaming instantly >
However, the pressure has been taken off that decision with Vodafone signing a landmark three-year deal with Cricket Australia to replace Domain as naming rights sponsor, nearly a decade after a previous 11-year association with the men’s Test team.
Between 2001 and 2012, Vodafone and its previous affiliates Orange and 3 had their brand associated with teams captained by Steve Waugh, Ricky Ponting and Michael Clarke.
However, the big difference this time is Vodafone have agreed to be not only naming rights sponsors for the men’s team, but for the women’s international side and WBBL as well.
Normally major sponsors want to align themselves with one part of the business, but Vodafone’s eagerness to take a whole of game approach is a reflection of how big women’s sport has become for commercial partners.
“Vodafone has a long history with cricket, so it’s really like reuniting with them and we’re really excited to have them back,” said CA chief executive, Nick Hockley.
“Vodafone is coming on for three years initially as one of two platinum partners.
“You’ll see them (naming rights partner) for the Test series this summer and also sponsoring the WBBL and the women’s international team.
“It’s been this steady period of growth for the women’s game. Vodafone will be across the whole summer and we’re very grateful they’re supporting the entire game, not just one part of it.”
MORE CRICKET NEWS
Channel 7, Foxtel call for reduced cricket broadcast deal
Elijah Taylor WAG drama threatens Cricket Australia’s biosecurity plans
Cricket: Glenn Maxwell opens his tour of England with 100 in one-day warm-up
Cricket crisis: Cricket Australia sticks with interim boss, despite growing broadcast war with Seven
If Cricket Australia does decide to display a sponsor across the front of the Test shirt like a football team, it would not be Vodafone featuring, but existing shirt sponsor Allinta Energy.
Allinta’s logo currently sits on the chest, but they would receive an upgrade in exposure if CA decided to take up the offer from the ICC to expand their branding.
Whether India elects to display a major sponsor may influence Australia’s call.
“We’re still working through that at the moment,” said Hockley.
“Allinta will be on the shirt as they have been.
“I think it comes a bit down to consistency with our opposition and certainly we’re looking at it.
“It’s something we’re looking at and if we are going to deviate from the current norm which is the shirt as It is we’ll make those announcements in due course.”