Pura Milk renews domestic cricket sponsorship for another two years

National Foods will continue its sponsorship of the world's strongest domestic first-class cricket competition, the Pura Cup, for another two years, the Australian Cricket Board (ACB) announced today.

The seven-figure contract renewal comes towards the end of Pura Milk's initial four-year investment into Australian cricket in 1999.

ACB Chief Executive Officer James Sutherland said the extension of the contract provides myriad benefits for Australian cricket.

"The ACB prides itself on long and established relationships with commercial partners and many of our current sponsorships have been attracted or extended in an extremely competitive commercial environment," Mr Sutherland said.

"Pura Milk's two-year contract renewal is an extremely positive outcome. The Pura Cup is the foundation stone for Australia's success at the elite level. The tournament's quality cricket and fierce rivalry helps prepare players for the next step along the cricket pathway.

Mr Sutherland added, however, that the competition's success in grooming players comes at a cost.

"The Pura Cup has, for many years, run at a loss. It was for this reason that sponsorship was originally sought back in the late 1990s.

"National Foods' investment significantly helps alleviate some of the costs associated in running a national cricket competition and will go a long way in ensuring that the event thrives in the future."

National Foods Chief Operating Officer Peter Margin said National Foods was pleased to continue its association with cricket.

"National Foods is delighted with the success of its sponsorship of the Pura Cup over the past four years and is pleased to announce on-going support of the competition for a further two years," Mr Margin said.

"The Pura Cup continues to uphold its status as the world's premier four-day domestic competition, and provides young Australian cricketers with a strong platform to break into the Australian Test team. -more-

"The strong state-wide coverage of the Pura Cup has assisted to re-enforce Pura Milk's local state identity, and drive brand awareness particularly in new states where Pura Milk did not have strong market share."

Independent market research indicates that the Pura Cup is delivering positive branding results for the sponsor. Cricket has helped Pura Milk rank in Australia's top-15 most recognised sports sponsors.

And the ACB's own research states that more than 50 per cent of survey respondents are able to identify Pura Milk as a cricket sponsor without being prompted.

The 2003-04 Pura Cup begins on 2 November with last season's Pura Cup finalists, the Queensland Bulls, taking on the third-placed Victorian Bushrangers at the Gabba in Brisbane.

In the same round, the Tasmanian Tigers host the Southern Redbacks from 3 November and reigning Pura Cup champions, the New South Wales Blues, take on the Western Warriors at home from 4 November.