Real estate brand Domain has signed a four-year sponsorship deal with Cricket Australia, just months after the cheating scandal saw brands abandon the sport.
Domain will become the naming rights sponsor for the Australian men’s cricket team, replacing previous sponsor Magellan Financial Group, which terminated its three-year deal in the wake of the cheating scandal in March.
Magellan was one of a number of brands which axed sponsorship deals with the sporting body and individual players including Sanitarium, Asics and LG after the Australian Cricket team were caught tampering with balls during the Third Test in South Africa.
Domain’s sponsorship deal will give it naming rights for the men’s domestic Test series, including the 2021-22 Ashes series as well as rights across International Cricket and Cricket Australia’s digital channels.
The deal includes social media, content and app integrations across the Cricket Australia platforms and gives the brand access to the Cricket Australia app’s 1 million average monthly users and a further 3.3 million who use the mobile and tablet versions.
Ben Amarfio, executive general manager of broadcasting, digital and commercial, at Cricket Australia, said,
“We are excited to welcome Domain as a new partner of Cricket Australia and as naming rights sponsor of our Men’s Test series.
“Through this multi-year deal, Domain has made a significant commitment to cricket in Australia. We are grateful for this, and look forward to working closely with the Domain team to ensure this a highly successful partnership.”
Melina Cruickshank, chief editorial and marketing officer, Domain, said the sporting body’s similar strategies to engaging audiences across mobile and content represented “a unique opportunity for both brands”.
“We believe the ‘spirit of cricket’ is resilient and look forward to the growth opportunities this partnership will provide.”