Cricket Australia has announced a two-year extension to its partnership with Australian retail and supermarket company, Woolworths.

Woolworths will continue to obtain the naming rights to Australian Cricket’s entry-level programme – Woolworths Cricket Blast – which has more than 60,000 children enrolled in over 3,000 clubs and centres each season.

Cricket Australia Executive General Manager Community Cricket and Capability, James Allsopp, said: “Woolworths plays a critical role in our game from the junior cricket pathway and grassroots right through to the elite levels, and we’re delighted our partnership is extending. 

“We are grateful for the opportunities Woolworths will help provide the next generation of cricketers by encouraging participation and enjoyment of the game via a range of initiatives.”

Furthermore, the pair will again conduct a WBBL round to ‘commemorate kids’ nourishment’, with the Woolworths Pick Fresh Play Fresh Round running throughout all Women’s Big Bash League (WBBL) games from 18-20 November 2022 in Sydney and Moe.

Allsopp continued: “We have a strong focus on making cricket fun and accessible for five to 12-year-old kids and the Woolworths Cricket Blast program plays a vital role in achieving this key component of Australian Cricket’s Where the Game Grows strategic plan. 

“Through our partnership with Woolworths and cricket’s 4,000-plus clubs and thousands of volunteers, we look forward to making it easy and enjoyable for kids to eat well, be active and play cricket.”

This campaign seeks to encourage parents and children to eat fresh fruits and vegetables in order to feel satisfied, healthier, and have more fun on the field.

The Woolworths Community Fund will also aim to continue pushing opportunities for a variety of children who would not otherwise have access to cricket. The fund has allowed 13,000 cricketers from 400 programmes to participate.

“We’re thrilled to extend our partnership and to support young people from all walks of life to stay active and healthy through cricket,” added Woolworths Head of Community & Sponsorships, Sarah De La Mare.

“Through the Woolworths Pick Fresh Play Fresh Round, we hope to inspire better eating habits and a love of the sport that will benefit a generation of young Aussies for years to come.”

“We also look forward to bringing our superhero campaign to life this summer, showing how picking fresh fruit and vegetables helps Aussie kids unlock superhero powers to be at their best on the ground.

Previous articleGenius Sports reports ‘another quarter of growth’ following 2021 net losses
Next articleBlockchain reaches all depths of sport in new SailGP fan-owned team