Brisbane Heat Confirm Partnership with Arnott’s Shapes

The Brisbane Heat has confirmed a new commercial arrangement with Arnott’s Shapes, positioning the iconic Australian snack brand across the club’s WBBL and BBL operations for the upcoming season.

The partnership highlights the Big Bash League’s continued appeal to major Fast-Moving Consumer Goods (FMCG) advertisers seeking strong, high-volume consumer reach during the peak summer period.

Commenting on the partnership, Brisbane Heat general manager – commercial, marketing & corporate affairs, Pete Lock, supported this view by emphasising the brand fit.

“Shapes are a beloved part of Australian culture, and certainly a staple of cricket players and fans alike.” 

For Arnott’s, the partnership represents a commercial play to directly associate its product line with high-reach, family-friendly summer entertainment. The heavy investment in match-day activations is a deliberate move to drive in-the-moment consumption and solidify the brand as the default summer snacking choice.

Arnott’s Shapes group chief growth officer, Jenni Dill, commented that the association between the product and the sport is designed to capture key leisure moments.

“Cricket is part of the fabric of an Aussie summer, and just like Shapes, it’s all about coming together and enjoying the moments that matter.” 

The deal surrounds a wide spread of digital presence, branding campaigns, and a significant focus on fan-engagement activations at both WBBL and BBL home fixtures at Allan Border Field and The Gabba.

The on-ground activation commences with the WBBL First Nations Round clash against the Sydney Thunder, demonstrating the integration of the women’s competition into the commercial inventory.

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