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Maxwell Invests in Cricket Brand SCC
2 Jan
Summary
- Maxwell ended a 13-year sponsorship with Kookaburra.
- He joins Southern Cross Cricket as an equity partner.
- The partnership involves bat design and junior product ranges.
After 13 years, Australian white-ball star Glenn Maxwell has transitioned from his long-standing sponsorship with Kookaburra. He has now joined Southern Cross Cricket (SCC), a Canberra-based brand, not just as an endorser but as an equity partner. This move marks a significant shift in sponsorship within Australian cricket, mirroring global models where athletes invest in brands.
Maxwell's decision to become an equity partner highlights SCC's increasing credibility and ambition. His involvement with SCC extends beyond product endorsements to encompass input on bat shapes, design, sticker concepts, and junior product lines. The brand was recently acquired by Cricket ACT chairman Greg Boorer, who was also a factor in Maxwell's decision.
This partnership, officially unveiled on January 2, signifies Maxwell's commitment to innovation and ownership. He also holds equity in the eyewear brand T20 Vision sunglasses. Maxwell's move is seen as a strategic investment, aiming to reshape the landscape of cricket bat sponsorships.
