Cricket Australia extend sponsorship with 3-mobile

Cricket Australia today announced they have reached agreement that 3-mobile would continue as major sponsor of the Australian Test Cricket team in Australia and domestic Test cricket for a period of up to five years from 2006.

In addition to the agreement, 3 will broadcast live cricket TV coverage exclusively on 3 customers’ mobile phones, including the much-awaited Ashes Test Series, which begins on 23 November 2006.

The agreement continues the long-term commitment to supporting and promoting cricket in Australia.

“We believe this is the single best sponsorship in the country. With over half the population watching cricket for almost four months a year, the audience it reaches is significant,” said Kevin Russell, Chief Executive Officer of 3 mobile.

“Our sponsorship of the team is much more than a great brand association. It’s an excellent way to showcase what 3 mobile can allow people to do, like watching live mobile TV coverage of the cricket on their phone. The players themselves are also great ambassadors for 3, using video calling to keep in touch while away from home.

“With next year’s high profile international matches, notably the Ashes Series, we’re looking forward to a great period for Australian cricket and continuing our involvement in what is a significant part of Australian summer culture,” he added.

Commenting on the agreement, James Sutherland, Cricket Australia’s Chief Executive Officer said: “As a major sponsor, 3 mobile makes a significant contribution in enabling us to prepare and support the Australian Test team.

“The success and performance of the team has a huge flow-on effect to other parts of the game, such as creating interest and enjoyment for fans and inspiring young children to take up the sport and we value the support provided by our commercial partners in helping to develop the game.

“As a leader in innovation, 3 is also driving cricket’s profile by bringing new and exciting cricket content to mobile phones. If fans can’t be at the ground itself or are not able to watch the action on television or listen on the radio, they can get cricket content at any location, straight to a mobile phone.”

The sponsorship agreement includes naming rights to the Australian cricket team, naming rights to the domestic Tests (including the Ashes Series in 2006), exclusive telecommunications rights for 3G, as well as signage and general branding.

3 mobile has over 500,000 customers in Australia, and over 10 million customers globally. Its service, which operates using a 3G or third-generation network, allows customers to video call each other, watch live mobile TV channels and download and listen to music, as well as make voice calls and send messages.

Adam Gilchrist, vice-captain of the Australian Test team, uses his 3 mobile to keep in touch when on tour in 3’s Broadband Zones anywhere in the world. “Video calling my wife and kids when we are away playing makes being away so much easier. I can see and hear them – the next best thing to them being with me! And now that 3 mobile broadcasts live cricket TV, they can always catch Dad at work, wherever they are in 3’s Broadband Zones. It’s fantastic that 3 mobile will continue to support the team.”

3 mobile has been a sponsor of Australian cricket since its launch in 2003.

Live mobile TV coverage, exclusive to 3, is provided as part of an agreement with the Nine Network and Cricket Australia. Since October, there have been over 160,000 streams of live cricket TV, with an average viewing time of 7.5 minutes.