Nike signs with Big Bash for its first Aussie league-wide sponsorship deal

Cricket Australia’s national T20 Big Bash competition has signed on with Nike for a league-wide sponsorship ahead of the 2021-22 season.

The deal is the first of its kind for Nike in Australia, with the global sporting brand never having sponsored an entire official professional league.

Nike will design and produce playing, training and supporter kits for all eight clubs across the KFC BBL and Rebel WBBL as its official apparel partner.

Cricket Australia’s head of Big Bash Leagues, Alistair Dobson, called the deal a “milestone” in the history of the Big Bash. “The announcement of this partnership with Nike is a major milestone in the history of the Big Bash League.

“Today, more than ever, the world needs sport to help accelerate positive change. Over the past decade, the Big Bash Leagues have connected a new generation of fans with cricket.

“As the Leagues enter their second decade, this partnership with Nike looks to inspire the next generation of athletes and fans both on and off the field.

“The League, along with all eight clubs, welcomes Nike to our valued group of partners. Their values align with the DNA of the Big Bash and we can’t wait to work together over the coming seasons.”

Big Bash team and fan apparel was previously produced by US manufacturer Majestic, a subsidiary of Fanatics, Inc.

While Cricket Australia declined to comment on the value of the deal, it would be safe to say it will be worth significantly more than the previous kit deal.

With worldwide sales of US$39.1 billion in 2020 according to Forbes, Nike is comfortably the most valuable sportswear brand globally.

Nike Pacific vice president and general manager, Ashley Reade, said: “Cricket is part of the fabric of Australian sport and summer.

“With our aligned values of innovation, diversity, sustainability, and community impact, we look forward to uniting with the Big Bash team. In partnership we will celebrate the power of sport and inspire the next generation of athletes and fans.”

The Big Bash League will again air on Seven this summer, after the network won the broadcast rights to Australian cricket alongside Foxtel in 2018, with the two broadcasters signing a six-year deal worth around $1 billion.

Cricket Australia will release further details of the Nike Big Bash apparel range in October.


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