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SBD Global/May 17, 2013/Marketing and Sponsorship

CA Renews Carlton & United Partnership, Expects Record Summer Attendance

Cricket Australia Thursday announced that Carlton & United Breweries has renewed its relationship with cricket in a five-year deal sources say is worth $65M. The brewing company will become the naming rights sponsor of One-Day-International cricket Australia through its Carlton Mid brand. The deal also covers the industry-leading responsible consumption of alcohol campaign, "Know When to Declare," which CA and CUB are jointly promoting. CA CEO James Sutherland said, "Their return to local ODI cricket could also not come at a more exciting time, with five blockbuster matches against England scheduled for the summer" (SBD Global). 

CRICKET'S 'NEW LOOK': CA is expecting record attendances this summer for a new-look season of 33 scheduled int'l playing days announced Thursday. The program includes five Commonwealth Bank Ashes Tests, which will attract large numbers of U.K. visitors, and is expected to boost Australia's tourism economy by more than $300M based on previous Ashes' experience. CA also announced dates and venues for this summer's KFC T20 Internationals. Tickets for the '13-14 int'l matches will go on sale July 1 (Cricket Australia).
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