Nickelodeon will partner with the KFC Big Bash League and Rebel WBBL to produce a new BBL kid's TV show, provide in-ground entertainment and run digital promotions in a rare collaboration between a sporting body and global children's entertainment brand.
The TV show, Crash The Bash, will be produced by Nickelodeon and BBL host broadcaster Ten Entertainment Network. It will be hosted by Ollie McCormack, the star of Channel Eleven's Toasted TV, and Nickelodeon's Kristy Best.
After premiering on Ten on the morning of Christmas eve, it will be repurposed to run throughout the following week on Nickelodeon's TV channels as well as digital platforms.
For Cricket Australia, the partnership builds on the competition's family-friendly image, which has been credited for helping the sport win over a new generation of fans.
The success of the KFC BBL is unprecedented in Australian sport. In only five years, it has grown average attendances to nearly 30,000, making it among the 10 highest attended competitions in world sport. Last season, Ten's coverage was watched by 25% more people in metro areas, lifting average ratings to 759,000 viewers per game.
For Nickleodeon, the partnership allows the brand to contribute to the game's feel-good factor while promoting some of it keys properties to a young, engaged audience.
“Our partnership with BBL is the perfect way for us to continue connecting with kids and families during an action-packed Australian summer of sport," says Nickelodeon Networks ANZ general manager Jihee Nam. "We are excited to put into play our experience in creating large-scale on-ground activations at what’s going to be an incredible BBL season.”
Cricket Australia head of the Big Bash League Anthony Everard says the addition of Nickelodeon will ramp up the competition's family atmosphere to the next level.
This will include activities and prizes at the games as well as appearances by SpongeBob SquarePants, Patrick Star and Squidward Tentacles.
Tickets to the KFC BBL|06 go on sale tomorrow.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org