Ministry of Sport

CUA’s Brand Exposure Through Heat Sponsorship Too Good Not To Renew

Australia’s largest member-based financial services provider, CUA, will continue its creative and rewarding partnership with the Brisbane Heat for a further three years.

CUA has been the driving force behind several innovative Brisbane Heat fan-facing initiatives and the three-year extension of the current partnership will see CUA continue as front-of-jersey sponsor of the Heat’s Big Bash League and Women’s Big Bash League teams, while also supporting cricket across the state from grassroots to The Gabba as Queensland Cricket’s Principal Partner.

Off the back of the partnership, CUA has launched products and programs that have assisted in growing the profile of the Heat to CUA members, including a Brisbane Heat credit card and club-focused digital content and television commercials.

CUA Chief Executive, Rob Goudswaard, said the partnership is a major point of pride for all CUA team members.

“The Brisbane Heat is one of the most recognisable sporting brands in the country, and more importantly, they are also an organisation who share our values.

“Our people at CUA are incredibly proud to be apart of this partnership,” Mr. Goudswaard said.

“The challenge for CUA as a credit union is to grow our brand awareness among consumers.

“The BBL and WBBL have been hugely successful in capturing the attention of Australians and because of this more cricket fans know of CUA now than ever before, which presents an exciting strategic opportunity.”

At the grassroots level, CUA has been intertwined in clubs across Queensland with programs such as Community Champions – an initiative that sees cash injected into community clubs via CUA products including home loans, credit cards and insurance policies.

$31,682 has been raised through Community Champions to date, reaching 28 clubs throughout Queensland.

Acting Queensland Cricket Chief Executive Officer, Terry Svenson, thanked CUA for their continued support of the Brisbane Heat and community clubs across the state.

“CUA has been an incredible supporter of not only the Brisbane Heat but cricket throughout Queensland at all levels, and we are delighted to have them renew as our Principal Partner.

“While we have seen CUA receive great exposure from their BBL and WBBL sponsorship, the way they have further activated our partnership to reach new members has been industry-leading,” Mr Svenson said.

“From community initiatives through to collaborations in innovation and broadcasting during the Big Bash, they have been at the forefront of best practices in marketing and sponsorship.

“Put simply, CUA has been an incredible partner for Queensland Cricket and the Brisbane Heat, and we look forward to continuing our relationship for the next three years as both our organisations grow.”

The renewal of CUA as a Principal Partner follows a record year of sponsorship for the Brisbane Heat.

Last summer Village Roadshow Theme Parks and Energy Locals joined the club for the first time, while earlier this year it was announced that Transport Main Roads would be renewing their partnership with Queensland Cricket and the Heat for another four years.

Shaun Carney

Shaun Carney