HomeCricketCricket Australia Signal End Of Alinta Partnership

Cricket Australia Signal End Of Alinta Partnership

Cricket Australia Signal End Of Alinta Partnership

Cricket Australia have failed to negotiate a sponsorship deal with Alinta Energy beyond June 2023.

Alinta Energy agreed to sign a one-season extension of their existing deal, but refused to enter any long-term partnership.

Alinta cited a change in brand strategy as the reason to end the alliance after five years.

Cricket Australia denied allegations from The Guardian that Australia captain Pat Cummins and CEO Nick Hockley criticised Alinta’s lack of positive climate impact.

In an official statement Cricket Australia acknowledged: “Alinta Energy’s leadership on the transition to net zero.”

They also stated that: “at no point did any conversation between men’s team captain Pat Cummins and CA CEO Nick Hockley influence Alinta’s decision to finish its sponsorship with Cricket Australia in June 2023.”

In recent years, Cricket Australia has had a relatively high turnover in commercial partners and will now have to find a new official partner for home tests.

One of Australia’s most popular and profitable sporting teams, Cricket Australia also have a history of issues with team culture.

Carlton United Breweries ended their 20-year affiliation with Cricket Australia in 2017, despite remaining a sponsor of the NRL and AFL.

In 2018, Channel Nine lost the free-to-air broadcasting rights to Australian home matches, to Seven West Media.

However, just three years into a six-year deal, Seven have taken Cricket Australia to court for multiple breaches in their broadcast deal.

Although the causes of Cricket Australia’s instability aren’t entirely apparent, it is clear that they need to evolve to keep up with cricket globally, and sport in Australia.

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