New Zealand Cricket Announces Landmark Three-Year Commercial Partnership with Energy Firm Genesis

New Zealand Cricket (NZC) has secured a landmark commercial agreement, announcing a three-year partnership with energy generator and retailer Genesis.

The alliance marks NZC’s inaugural major energy sector partnership, bridging grassroots participation with elite international performance.

Under the terms of the deal, Genesis assumes naming rights for the grassroots initiative Genesis Smash Play while securing prominent back-of-shirt branding across both the BLACKCAPS and WHITE FERNS playing kits for the upcoming domestic and international summer seasons.

Underscoring the significance of aligning with a major corporate entity outside traditional sponsorship categories, NZC CEO, Geoff Allott, said: “This partnership breaks new ground for NZC in terms of being our first major energy partner and we couldn’t be happier to have them on board ahead of a massive home summer.”

“Genesis get that cricket isn’t just about the BLACKCAPS and WHITE FERNS – it’s about kids picking up a bat for the first time through Genesis Smash Play and ensuring the next generation get to enjoy the game we all love,” Allott shared.

Echoing these sentiments, Genesis chief revenue officer, Stephen England-Hall, highlighted the alignment between the brand’s market positioning and the cultural resonance of cricket during the summer months.

“At Genesis, we believe the best Kiwi summers are lived at full power.”

“That’s why we’re proud to back Kiwi cricket at every level, from the next generation discovering the game through Genesis Smash Play to our national teams inspiring us on the world stage.

“Our ambition is to help make cricket even more fun, exciting and rewarding, creating more reasons for New Zealanders to play, support and celebrate the game throughout the summer,” England-Hall said. 

Beyond kit integration and grassroots development, the commercial partnership introduces high-impact fan engagement elements, including Genesis sponsoring the opening Powerplay of each innings across all NZC home white-ball international fixtures for the next three seasons.

To drive immediate consumer activation, Genesis is launching exclusive fan experiences alongside a consumer promotion offering one year of free power to twenty selected winners.

The partnership was formally launched at Genesis’ Auckland corporate office, featuring prominent national representatives including Fran Jonas, Nathan Smith, Adam Milne, and Molly Penfold showcasing the new playing strip.

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