Westpac targets migrants from cricket nations in $40m sponsorship deal
The bank's boss, Anthony Miller, a sports fan, on Thursday unveiled a deal in which Westpac will replace its biggest rival, the Commonwealth Bank, as lead sponsor of Australian cricket.
The deal – foreshadowed late last year – means Westpac's logo will appear on the shirts of the men's and women's teams across the Test, one-day and Twenty20 format for all games played in Australia, including the Ashes series this summer.
Westpac did not say how much it was spending on the sponsorship, but it is believed to be worth about $40 million over four years.
Miller said the bank was drawn to cricket because it was an 'iconic community game right around the country', and added it was targeting customers from India, where cricket is hugely popular, and South-East Asia.
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'We get to participate with community right across Australia. There is no doubt that its appeal to India, and visitors and immigrants from India and South-East Asia is incredibly appealing for us. We want to win that business and target that particular market. But first and foremost it's anchored around the fact it's Australia's game, it's a community game and we're Australia's oldest bank,' he said.
Miller has a keen interest in sport – two of his siblings have competed at the Olympics and his daughter Desiree is a winger for Australia's women's rugby team the Wallaroos.
The Sydney-based bank, which already sponsors the NRL, also hopes the deal can help raise awareness of its brand in Victoria, South Australia and Western Australia, where AFL is the dominant football code.
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