CUA into bat as Heat sponsors again
THE Brisbane Heat’s partnership with Credit Union Australia will have another innings after generating more than $12 million in extra business for Australia’s largest member-based financial services provider.
CUA has signed on for a three-year extension of the current partnership which will see it continue as front-ofjersey sponsor of the Heat’s Big Bash League and Women’s Big Bash League teams, while also backing cricket across the state from grassroots to the elite level as Queensland cricket’s principal partner.
The previous deal proved a winner for both parties with the cream for cricket being 28 clubs sharing $30,000 in commissions after $12.3 million worth of business was generated through the Community Champions program where club referrals to CUA activated financial bonuses.
Brand awareness of CUA jumped 5 per cent during the Big Bash season, with the Heat the most followed sporting club in Australia on social media.
“While we have seen CUA receive great exposure from their BBL and WBBL sponsorship, the way they have further activated our partnership to reach new members has been industryleading,’’ acting Queensland Cricket chief executive Terry Svenson said as he met with CUA officials yesterday with Heat coach Darren Lehmann and captain Chris Lynn.
Chief executive Rob Goudswaard said the partnership was a point of pride for CUA team members.
“The Brisbane Heat is one of the most recognisable sporting brands in the country,” he said.