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CUA set to ‘Bring the Heat’ for a further three seasons

cua brisbane heat partnership group photo

Australia’s largest credit union CUA has reaffirmed its commitment to cricket across Queensland, from the grassroots to the Gabba, renewing as the Principal Partner of the Brisbane Heat and Queensland Cricket for a further three years.

The extension of the existing sponsorship, which began in July 2016, will see CUA continue as the front of jersey sponsor for both the Brisbane Heat Big Bash League (BBL) and Women’s Big Bash League (WBBL) teams, while also deepening its valuable relationship with grassroots cricket across the state.

CEO 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 which shares 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 about 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 a second phase of our partnership would be 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.”

Engagement and entertainment for fans and families alike has been the driving force behind the first phase of the partnership, with CUA working collaboratively with the Brisbane Heat to deliver several innovative initiatives including The Gabba’s Pool Deck and Heat VR – Australian sport’s first virtual reality brand.

CUA’s purpose-led approach of putting members at the heart of all decision making has also come to life through the CUA Community Champions program, an initiative that sees cash injected into the community clubs where CUA is building valued banking relationships

CUA Community Champions has returned a total of $31,682 to 28 grassroots cricket clubs throughout Queensland.

Acting Queensland Cricket Chief Executive Officer Terry Svenson thanked CUA for the continued support of the Brisbane Heat and community cricket across the state.

“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,” Mr Svenson said.

“From community initiatives through to collaborations in innovation and broadcasting during the Big Bash, they have been at the forefront of best practice in marketing and sponsorship.

“Put simply, CUA has been the perfect 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 commitment to cricket in Queensland will kick off a little earlier this summer, with the Women’s Big Bash League moving to a standalone prime-time season in October and November for the first time in the competition’s history.