MUMBAI: Cricket Australia has roped in Qantas as the shirt partner of the Australian men’s cricket team for the upcoming 2017-18 season, extending the relationship between the two organisations.
The deal marks the first time a commercial partner will have branding rights across the shirts of all three formats of men’s international cricket in Australia, a highly visible and valuable proposition. The creation of a shirt partner category forms a major part of the changes made to Cricket Australia’s commercial partnership model, first announced during the 2016-17 season.
This deepens Qantas’ seven-year association with cricket in Australia which already includes naming rights for all overseas men’s tours and their position as Australian Cricket’s airline of choice, moving National and State male and female players around the country and world.
Cricket Australia GM, Broadcasting, Digital Media, Commercial Ben Amarfio said that it was exciting to announce Qantas as its shirt partner, particularly in an Ashes summer.
“We are thrilled to have Qantas coming on board as the shirt partner for the Australian men’s cricket team. To have an iconic Australian brand on our men’s playing shirts in an Ashes summer is a great fit, and we are looking forward to working with Qantas throughout the summer. The Australian cricket team playing shirt is highly visible throughout the summer and as such is a premium asset for brands looking to appeal to a broad consumer base.”
Qantas chief customer officer Olivia Wirth said that Qantas was proud to continue its long-standing support of men and women’s cricket in Australia and take the partnership to new heights this summer.
“As the national carrier, we are thrilled to be extending our support of these great Australian sportspeople on the world stage. Putting that jersey on brings a sense of pride to players and fans and we’re proud to be part of that. The Ashes series is one of the fiercest sporting rivalries in the world – although – we’re hoping that rivalry is limited to the cricket field as we work to bring both nations closer together with the start of our direct 787 Dreamliner services between Australia and London next year.”