Commonwealth Bank
Led Commbank’s sponsorship strategy from 2013 - 2020 with a focus on bringing their brand proposition - enabling forward progress for all Australians - to life through tangible and meaningful action through sport.
Creating the Commbank Cricket Club with a membership of 160,000 fans, shifting their focus from the Men’s team to strengthening the foundations of cricket for women, Indigenous players, players with disabilities, and at local clubs across Australia.
We were also involved in brokering the negotiations between FFA and CBA to secure the original Matilda’s deal.
Key highlights:
Notable campaigns for Women’s Cricket included:
‘Leveling the Playing Field’, an initiative built around the premise that ‘you can’t be what you can’t see’. This included investing in women’s journalism, broadcast technology and funding for female cricketers.
‘20 Not Out’, a celebration of Commbanks 20 year sponsorship of Women’s Cricket
‘Shane Warne’s Baggy Green Tour’, a community engagement roadshow around bushfire affected communities raising over $1M for impacted Cricket Clubs at the heart of those communities.
Impact:
The Baggy Green tour delivered record PR for CBA.
Our sponsorship campaigns routinely had the biggest uplift on brand health metrics, including being the only positive uplift in the year of the banking royal commission.