Cricket Australia has unveiled a major commercial move for its domestic T20 competitions, securing global sportswear brand New Balance as the official kit partner for both the Men’s Big Bash League (BBL) and Women’s Big Bash League (WBBL).
The multi-year agreement, spanning the next five seasons, represents a significant brand transition for two of the country’s most-watched cricket properties, with New Balance taking over from previous partner Nike.
What the Deal Covers
The partnership ensures New Balance will:
- Provide official match kits for all 8 BBL and WBBL teams
- Supply training gear and supporter merchandise
- Collaborate with Belgravia Apparel, their elite teamwear partner for Australasia, for localized manufacturing and distribution
New Balance’s General Manager for Australia, Dean Howard, described the partnership as a way to “play at the intersection of sporting culture” — a statement that highlights the brand’s dual focus on performance and lifestyle.
A Shift in Cricket Apparel Strategy
The switch from Nike to New Balance reflects a broader recalibration of Cricket Australia’s commercial approach. Here’s how:
- Localized Collaboration: With Belgravia handling regional distribution, this move ensures faster production cycles and better fan access to kits.
- Unified Brand Vision: New Balance already outfits Australian domestic tournaments like the Sheffield Shield and the One-Day Cup. This consolidates brand presence across formats.
- Star Endorsement Synergy: The brand’s relationship with national team captain Pat Cummins (also contracted to the Sydney Thunder) strengthens marketing continuity between international and domestic cricket.
What This Means for T20 Leagues Globally
Cricket Australia’s partnership with New Balance is a textbook example of using kit deals to anchor brand ecosystemsacross fanbases, formats, and retail:
1. Bundling Properties for Better Value
By securing both men’s and women’s teams under one supplier, CA enhances brand cohesion and offers partners year-round exposure.
2. Retail-Ready Strategy
Expect New Balance to capitalize on the retail opportunity — launching lifestyle crossovers, city edition jerseys, and limited drops tied to local fanbases.
3. WBBL as a Brand Gateway
With women’s cricket on the rise, New Balance has secured front-row access to one of the fastest-growing fan demographics in the sport — young, urban, and socially engaged.
