Australia – Cricket Australia (CA) and Woolworths have extended their partnership for another three years, continuing their collaboration to support grassroots cricket and junior participation across the country.
Under the renewed agreement, Woolworths will remain the naming rights sponsor of the Woolworths Cricket Blast program for children and continue as the Official Supermarket Partner of Cricket Australia and the Australian men’s and women’s national teams.
The Woolworths Cricket Blast program, aimed at children up to 10 years old, helps participants develop cricket skills through fun, game-based activities. Since Woolworths became the naming rights sponsor in 2018, the program has seen 473,000 registrations.
A key component of the partnership is the Woolworths Community Fund, which supports local cricket clubs and helps increase participation among children who may not otherwise have access to the sport. The initiative has provided more than $2.5 million in funding, enabling over 50,000 children to play cricket for free.
The partnership also includes the Woolworths Cricket Blast First XI program, which recognises 11 young participants from around Australia who demonstrate passion, teamwork, and leadership. The selected children receive an exclusive experience at the KFC Big Bash League Final on January 25. Nominations for this year’s First XI are now open, with parents, coaches, and community members encouraged to nominate participants.
Cricket Australia’s Chief Commercial Officer, Ed Sanders, said, “We are thrilled to announce the continuation of our partnership with Woolworths for another three years. Their support for junior cricket participation, particularly through the Woolworths Cricket Blast Program, has been instrumental in the ongoing growth of our game.”
He added, “Woolworths’ amazing support of our clubs and volunteers is making it easier and more fun for kids to get active and play cricket in a positive and social environment. We are grateful to Woolworths for helping to inspire the next generation of cricketers.”
Meanwhile, Woolworths’ Head of Community & Sponsorships, Sarah De La Mare, commented, “At Woolies, we’re committed to inspiring the next generation of healthy, active kids, and community sport is a vital part of that. Seeing nearly half a million kids get involved in Woolworths Cricket Blast is fantastic, and through initiatives like the Community Fund, we’re making the sport more accessible for all. We’re especially excited to open nominations for this year’s First XI and celebrate the brilliant kids who show great spirit and love for the game.”
