Brisbane Heat and CUA's Winning Partnership Continues
The Brisbane Heat’s winning partnership with Credit Union Australia (CUA) is set to continue into a second innings after Australia’s largest member-based financial services provider renewed as the club’s Principal Partner.
The three-year extension of the current partnership will see CUA continue as front-of-jersey sponsor of the Heat’s Big Bash League and Women’s Big Bash League teams, while also supporting cricket across the state from grassroots to The Gabba as Queensland Cricket’s Principal Partner.
The first three years of the Heat and CUA’s partnership have been highlighted by a joint vision between the brands to engage and entertain fans, families and members. CUA has been the driving force behind several innovative Brisbane Heat fan-facing initiatives, including The Gabba’s Pool Deck and Heat VR – Australian sport’s first virtual reality brand.
Off the back of the partnership, CUA has launched products and programs that have assisted in growing the profile of the Heat to CUA members, including a Brisbane Heat credit card and club-focused digital content and television commercials.
At grassroots level, CUA has been intertwined in clubs across Queensland with programs such as Community Champions – an initiative that sees cash injected into community clubs via CUA products including home loans, credit cards and insurance policies. $31,682 has been raised through Community Champions to date, reaching 28 clubs throughout Queensland.
Chief Executive Rob Goudswaard said the partnership is a major point of pride for all CUA team members.
“The Brisbane Heat is one of the most recognisable sporting brands in the country, and importantly, they are also an organisation who share our values. Our people at CUA are incredibly proud to be a part of this partnership,” Mr. Goudswaard said.
“The challenge for CUA as a credit union is to grow our brand awareness among consumers. The BBL and WBBL have been hugely successful in capturing the attention of Australians and because of this more cricket fans know of CUA now than ever before, which presents an exciting strategic opportunity.”
“Meaningful relationships require an investment of time and energy, which is why we’ve always considered this second phase of our partnership critical in converting curious supporters into valued members. Reinvesting in the Brisbane Heat and Queensland Cricket reflects our commitment to building on the foundations we’ve laid these past three seasons.”
Acting Queensland Cricket Chief Executive Officer Terry Svenson thanked CUA for their continued support of the Brisbane Heat and community clubs across the state.
“CUA has been an incredible supporter of not only the Brisbane Heat but cricket throughout Queensland at all levels, and we are delighted to have them renew as our Principal Partner.
“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 industry-leading. From community initiatives through to collaborations in innovation and broadcasting during the Big Bash, they have been at the forefront of best practices in marketing and sponsorship.
“Put simply, CUA has been an incredible partner for Queensland Cricket and the Brisbane Heat, and we look forward to continuing our relationship for the next three years as both our organisations grow.”
CUA’s Principal Partnership renewal means the Brisbane Heat’s ‘one club, two teams’ strategy will be reinforced for the coming summer. Last year it was announced that all jersey sponsors for the club’s BBL and WBBL teams would be consistent, with CUA to once again join Betta and National Storage on the club’s playing kit.
The renewal of CUA as a Principal Partner follows a record year of sponsorship for the Brisbane Heat. Last summer Village Roadshow Theme Parks and Energy Locals joined the club for the first time, while earlier this year it was announced that Transport Main Roads would be renewing their partnership with Queensland Cricket and the Heat for another four years.
The partnership renewal continues the theme of good-news stories for the Heat who two weeks ago were awarded a Mumbrella Sports Marketing Award for Best Use of Owned or Social Media after retaining the largest social media following for an Australian sports club.
The club’s growth is set to continue in 2019-20 with the Women’s Big Bash League moving to a standalone prime-time season in October and November, and the Heat’s men’s team playing games in Brisbane and the Gold Coast. The draw for BBL|09 is expected to be announced in the coming weeks.
© Cricket World 2019