Australian cricket’s custodians are prepared to wait until the eve of summer’s first Test to place a sponsor on the shirt of the national men’s team, after the expiry of a $40 million deal with Alinta.
Australian cricket’s custodians are prepared to wait until the eve of the first Test of summer to choose a sponsor to adorn the shirt of the national men’s team, after the expiry ofThe likes of Pat Cummins, Usman Khawaja and Glenn Maxwell have shot commercials and other promos without a sponsor on the shirt, raising the possibility that Cricket Australia would leave the vaunted advertising space vacant this season.
Among the options for CA are to scale up their deal with an existing partner, such as Qantas or Toyota, so that brand takes up space on the shirt. Another is to sign a one-year deal with a new sponsor and reassess market demand in 2024. A tobacco company sponsoring cricket in 1984. Benson and Hedges was synonymous with the sport for a lengthy period.Khawaja would go on to defend the rights of players to have a say in which sponsors were chosen to be worn on the team shirt.
“And if inclusivity is a big part of it then you need to have these conversations, especially when it comes to team sports. I think that’s where it starts and stops.”
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