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Behind The Scenes Of The New Cricket Australia-Vodafone Partnership

L
ast week, Cricket Australia announced a new deal seeing Vodafone become a Men’s test naming rights partner, as well as Rebel Women’s Big Bash League (WBBL) partner and partner of the Australian Women’s Cricket Team.

The three-year partnership is worth between a reported $4.5 million and $5 million per season and was negotiated and brokered by PRISM AUNZ.

The core of the deal is in the addition of WBBL rights and the women’s national team, as Vodafone will have the opportunity to use the women’s players in national campaigns, retail appearances, as well as assets including exposure through venue signage, ‘money can’t buy experiences’, ticketing, and hospitality.

Vodafone is set to use the rights it receives in the deal to boost its ‘You Rule’ campaign, which aims to reflect Vodafone’s commitment to ensuring customers are at the heart of everything it does.

Cricket Australia acting head of commercial development, Nick Thodey, said the addition of women’s Test assets and the WBBL was a crucial part of the deal as it allows Vodafone to reach different demographics, on top of the Men’s Tests and show their support for women’s sport.

“Cricket Australia has a proud history of working with both PRISM AUNZ and Vodafone, so there was mutual trust in creating a genuinely meaningful partnership, anchored around empowering the fan,” Thodey said.

“We are excited to announce our plans for this summer and help Vodafone own the summer as our new platinum partner,” he said.

Vodafone general manager of brand, Adam Slattery, said the three-year deal will help Vodafone drive its campaigns and reach to new demographics.

“Vodafone is excited to see this new partnership with Cricket Australia come to life thanks in part to hard work done by PRISM AUNZ,” Slattery said.

“We are looking forward to a big summer of cricket and the opportunity to continue to tell our ‘You Rule’ story through the partnership,” he said.

PRISM AUNZ managing director, Shannan Quinn, who is believed to have been a key figure in this deal being finalised, along with PRISM AUNZ chairman, Justin Ricketts, said PRISM AUNZ is excited to see the activation of the partnership over the summer of cricket.

“We’re delighted to have led a negotiation which signals Vodafone’s return to international cricket as the Men’s Test naming rights partner, Rebel Women’s Big Bash League partner and a partner of the Australian Women’s team,” Quinn said.

“I’m beyond proud of our team and excited to see it all roll out and watch Vodafone #RuleSummer alongside Cricket Australia,” he said.

The deal sees Vodafone take over the rights that were held by real estate company Domain in 2018-19 and 2019-20, which were for a reported $4 million per year, and did not include WBBL rights or rights for the Women’s team.

Domain informed Cricket Australia last year they would not exercise its option in its contract to extend its deal by three more seasons into 2022-2023.