Seven announces brand partners for summer of cricket

By AdNews | 29 November 2023

KFC, Toyota, Harvey Norman and Woolworths have returned as brand partners for Seven’s summer cricket coverage.

The Test series partners – Commonwealth Bank, Bunnings, NRMA Insurance, Lion and Canadian Club – are joined this season by Chemist Warehouse and Menulog as first-time Seven cricket sponsors.

Seven’s BBL sponsors include Bundaberg Brewed Drinks, Anaconda, Youi and Weber, while the cricket coverage will also include major integrated packages from Cancer Council, Mitsubishi Electric, BKT and Raiz Invest.

Seven West Media chief revenue officer  Kurt Burnette said the take up of returning and new brands in 2023-24 is testament to the appeal of cricket on Seven and its ability to create mass cultural moments and strong results for its partners.

“Each member of our cricket family of brands brings their messages and storytelling in their own unique way, using creative and integration across broadcast, digital and social activations to connect with Seven’s dominant and super-engaged cricket audience," he said.

“Research consistently and categorically proves that the most powerful marketing weapon over summer is the ads between overs in cricket. With Seven as the only place ads will run during play, it makes Seven’s cricket the stand-out solution for brands to get fast, effective reach and attention."

Seven West Media national sport sales director, Rob Maclean, said the integration of brands will lift to a new level thanks to technology partners Quidich, which provides drone technology coupled with augmented reality capabilities, and Komo Technologies, which will help deliver second-screen real-time engagement, enhancing the customer experience and fan interactivity across the summer.

“Australia loves cricket and this summer will be hot,” he said.

Seven’s summer of cricket kicked off last month with the women’s T20 international series, a three-match ODI series and the start of the WBBL. The BBL runs from December 7 to January 24. The Australian men’s team takes on Pakistan in a Test Series (December 14 to 7 January 7), followed by the Australia v West Indies Men’s Test Series (January 17 to January 29) and the Australia v South Africa Women’s International Series (January 27 to February 18).

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