Cricket Australia seeks new front of shirt sponsor as Alinta Energy ends partnership

October 12, 2022

Nigel Benton

Cricket Australia is seeking a new partner for its front of shirt sponsorship for the men’s cricket team across all formats of the game with Alinta Energy set to end its role as ‘Principal Partner’ after the 2022/23 season.

As revealed by Sponsorship News in June, Alinta has chosen not to renew the sponsorship that it has held for the past five years.

Alinta joined with Cricket Australia in 2018 when the reputation of the men's cricket team had been impacted by the 'sandpaper gate' affair and has contributed $40 million to the sport in that time.

As Principal Partner since the that time, Alinta has branded the shirtfronts of the Australian men’s cricket team, covering Test Matches, One Day Internationals and International T20 competitions since July 2018. The deal extends from the elite level to grassroots cricket through support of the national digital platform MyCricket.

Cricket Australia Senior Commercial Manager, Nick Thodey told SportBusiness that the Australian energy company advised Cricket Australia earlier this year that the brand would transition to a new marketing strategy, having achieved its awareness goals as the main shirt sponsor.

Thodey advised "they (Alinta) were traditionally a Western Australian energy brand that had about 70% awareness on the West Coast around Perth and really wanted to use cricket to grow their awareness on the East Coast. At that time, they had very low levels of awareness and it’s grown up to between 35 to 40% of cricket fans, who are now aware of them as a brand, so the salience has been hugely successful for them.”

Alinta's move comes as sponsorships by fossil fuel and mining companies comes under increasing scrutiny.

However, the company did not reference that in a statement advising of the end of the sponsorship, advising “due to a change in its brand strategy, Alinta Energy has decided to end the partnership next year.”

Cricket Australia will now begin the process of selling its most valuable national team sponsorship asset.

The governing body recently agreed a deal with NRMA Insurance to become the naming rights sponsor of its men’s national team Test matches on home territory for the next four seasons and to become the ‘Official Insurance Partner of the men’s and women’s international cricket teams’.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.