Pura renews cup sponsorship

The Australian first-class domestic competition will be called the Pura Cup for another three years after National Foods renewed its sponsorship yesterday. James Sutherland, the Cricket Australia chief executive, said Australia's success at the elite level relied on the talent emerging through the ranks and the importance of the Pura Cup as a foundation stone was vital.

"The quality and skill of the players, the healthy rivalry among states and the desire to achieve success ensure that the Pura Cup thrives and attracts the public's interest," he said. "Running a national cricket competition is not a profit driving exercise by any means - it costs money. But that money must be spent so that we can continue to prepare and promote our players through the cricket system and maintain Australia's success at the elite level."

National Foods, through its Pura Milk brand, made its initial investment into Australian cricket in 1999, and the current renewal marks the company's second extension of that contract.