MELBOURNE: Weet-Bix has strengthened its support for Cricket Australia, resurrecting the historic Sheffield Shield in a five-year partnership which will see the interstate first-class competition shed sponsor naming rights in favour of being “presented by Weetbix”.
In a move sure to be a hit with cricket enthusiasts, the Sheffield Shield will be dusted off to replace the Pura Milk Cup, which replaced the iconic Shield in 1999 after National Foods Limited bought the naming rights to the competition in a move which stirred emotions amongst players and fans alike.
At the time, the Australian Cricket Board (now Cricket Australia) said the move was necessary to counter the effect of dwindling crowds and rising costs.
Rick Wilson, general manager sales & marketing for the Sanitarium Health Food Company, said Weet-Bix wanted to return the iconic trophy and competition name to the Australian public.
“Like the Weet-Bix brand, the Sheffield Shield has a strong heritage, representing traditional Australian and family values," he said.
"While sponsorship of a domestic cricket competition is vital to its survival and continuation, we at Sanitarium and Weet-Bix feel that the tradition of the Shield should not be lost."
Weet-Bix now becomes a silver partner of Cricket Australia, building on its eight-year role as official supplier and official breakfast of the Australian cricket team.
James Sutherland. Cricket Australia CEO, said: “Cricket Australia is passionate about bringing back the history and tradition of the Sheffield Shield and we are appreciative of Weet-Bix for giving us the opportunity to do this. This interstate first-class competition is most certainly the foundation upon which our number one ranked Australian Test team has been built."
The Sheffield Shield will make its return to Australian cricket this October with six state-based teams competing, its revival coinciding with Weet-Bix’s 80th birthday.
The interstate competition began in 1892, contested by NSW, Victoria and South Australia after the English Earl of Sheffield donated £150 to establish an inter-colonial cricket tournament.
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