Melbourne Stars Sign Old El Paso as Platinum Partner

The Melbourne Stars have bolstered their commercial portfolio ahead of the upcoming summer by securing Old El Paso as a new Platinum Partner and Official World Food Partner.

Commencing from the 2026/27 season, the multi-year partnership integrates the iconic global food brand across the club’s Big Bash League and Women’s Big Bash League teams, featuring prominent branding across match days, team apparel, and community-driven initiatives.

The collaboration launches alongside Old El Paso’s major new marketing campaign, titled ‘The Crunch is Calling’, aligning the brand’s vibrant Mexican-inspired food culture with the high-energy entertainment of domestic cricket across major venues such as the Melbourne Cricket Ground and Junction Oval.

Highlighting the synergy between the entertainment value of cricket and the brand’s consumer engagement goals, welcoming the partnership, Melbourne Stars GM, James Rosengarten, said: “We’re really excited to be welcoming Old El Paso to the Melbourne Stars family.”

“Old El Paso is a brand that knows how to bring colour, flavour and fun to family occasions, and ‘The Crunch is Calling’ is a natural fit with the noise, energy and excitement of Stars match days.

“We’re looking forward to working together to deliver great experiences for our fans across the MCG, Junction Oval, community events and our digital channels,” Rosengarten said. 

General Mills Australia, operating under its broader parent organisation which generated global net sales of nineteen billion US dollars in fiscal 2025 alongside one billion in joint venture sales, views the partnership as a vital vehicle to connect communities through shared experiences.

Elaborating on the campaign’s alignment with national sporting culture, marketing director for General Mills ANZ, Surini Perera, added: “At Old El Paso, we’re all about bringing people together through food, fun and shared experiences.”

“’The Crunch is Calling’ celebrates those irresistible moments that bring people together – from a huge six or a game-changing wicket to the crunch of a taco shared with family and friends over a mexican inspired meal.

“Cricket has such a special place in Australian summers, and we’re excited to partner with the Melbourne Stars to create more memorable moments for fans and families across the BBL and WBBL seasons,” Perera said.

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