Woolworths Extends Cricket Australia Partnership

Cricket Australia (CA) and Woolworths have extended their partnership for a further three years, reinforcing a shared focus on grassroots development and community engagement across the sport.

The renewal sees Woolworths continue as naming rights partner of the Woolworths Cricket Blast program, the national entry-level participation pathway for children under 10, and as the Official Supermarket Partner of Cricket Australia and its national men’s and women’s teams.

Since Woolworths assumed naming rights in 2018, more than 473,000 participants have registered in the Cricket Blast program, positioning it as one of Australia’s largest junior sport initiatives. The partnership has been pivotal in sustaining cricket’s participation base and supporting Cricket Australia’s broader goal of nurturing lifelong fans and players.

Expanding Community Access and Inclusivity

A cornerstone of the renewed deal remains the Woolworths Community Fund, which helps remove financial barriers to participation by providing direct funding to local clubs.

The program has already delivered over AUD2.5 million in support, enabling more than 50,000 children to play cricket at no cost.

Sharing how the partnership continues to underpin the sport’s participation strategy, Cricket Australia COO, Ed Sanders, said: “Their support for junior cricket participation, particularly through the Woolworths Cricket Blast Program, has been instrumental in the ongoing growth of our game,” Sanders said.

Beyond entry-level participation, the partnership also focuses on player recognition through the Woolworths Cricket Blast First XI initiative, which highlights young participants who demonstrate leadership, teamwork, and enthusiasm. Winners receive an exclusive experience at the KFC BBL Final — designed to celebrate community cricket’s role in developing Australia’s future stars.

Woolworths head of community & sponsorships, Sarah De La Mare, said the partnership aligns closely with the retailer’s social impact priorities.

“At Woolies, we’re committed to inspiring the next generation of healthy, active kids, and community sport is a vital part of that,” De La Mare said.

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