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SBD Global/May 3, 2013/Marketing and Sponsorship

Cricket Australia To Announce Four-Year $51M Deal With Commonwealth Bank Of Australia

Cricket Australia "is poised to announce a new mega deal," estimated to be worth almost A$50M ($51M) over four years, with Commonwealth Bank of Australia, which will make the bank CA's primary sponsor, according to ANI. Overcoming widespread pessimism about the national team's Ashes prospects to seal sponsorship deals for its home Test and one-day series, "CA's new deal with the bank will probably resolve the tussles for its naming-rights deals for international matches." The agreements, when confirmed, will represent a significant off-field milestone for CA, "which finished the summer needing to resolve two major commercial issues well before the home Ashes series: the sponsorships and the now-lapsed television broadcast rights" (ANI, 5/2).
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