Woolworths extends partnership with Cricket Australia

Woolworths and Cricket Australia have extended a nationwide partnership to grow grassroots cricket and inspire the next generation of Aussie players.

The extension, which runs until 2028, sees Woolworths remain as naming rights sponsor of the Woolworths Cricket Blast program and continue as the official supermarket partner of the Australian men’s and women’s international teams.

Woolworths first came on board in 2018 and since then some 470,000 children have participated in Cricket Blast. A key pillar of the partnership is the Woolworths Community Fund, which spent $2.5 million to allow more than 50,000 children to play cricket for free.

Sarah De La Mare, Woolworths’ head of community and sponsorships, said the supermarket group was making sport more accessible for all.

The partnership also includes the Woolworths Cricket Blast First XI program, which celebrates standout young participants who show passion, teamwork and leadership on the field. The 2026 program will see 11 children to be selected from across the country for a money-can’t-buy experience at the KFC BBL Final on January 25.

Cricket Australia’s chief commercial officer, Ed Sanders, said the extended partnership would help build on the momentum of junior cricket participation.

“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,” Sanders said.