By Claire Reilly
Betta Home Living has announced a new sponsorship deal with the Brisbane’s T20 Big Bash League team the Brisbane Heat, as well as a new retail endorsement deal with cricket star Matthew Hayden. The sponsorship will see Betta gain exposure on playing and training uniforms as well as signage at matches.
Speaking about the new arrangement, which is in place well before the first Brisbane Heat home game on Sunday 9 December, was the CEO of Betta Home Living, Graeme Cunningham.
“There’s some common ground for us, in that we have also recently taken on a fresh look and direction with our business after building some very strong foundations,’’ said Cunningham.
“Being aligned with an innovative and exciting brand like the Heat, and T20 cricket, which will be in full swing during some of our busiest retail periods will be an excellent fit we believe.”
The chairman of Brisbane Heat, Jim Holding, also welcomed the partnership.
“We’re delighted to have them on-board, and we are very confident the growing popularity of the Heat and the rapid rise of the Big Bash League will prove a winning combination for them and for us,’’ said Holding.
“Betta are a national brand, with a major regional focus, and for the Heat, that fits neatly across our emphasis of being a Brisbane-based team in a national competition that also has strong ties to regional Queensland.”
In addition to the Heat sponsorship news, Cunningham also announced that Betta Home Living had signed up star batsman Matthew Hayden to endorse the retailer’s cooking range. If Cunningham is to be believed, this new role will potentially bring more excitement to Hayden than his entire cricket career to date.
“Matthew’s passion for cooking is probably equal to, or maybe even greater, than his love for cricket so we are thrilled to engage him to work alongside us as we grow our business and also grow our attachment to T20 and the Heat,’’ he said.
But Hayden was staying balanced, saying that his partnership with Betta would see him able to two of his “great passions – T20 and cooking”.
“That’s a significant step for anyone who loves food and preparing it for friends and family. I can’t wait to get in and enjoy the range of kitchen and cooking equipment that they are offering,’’ said Hayden.
Betta Home Living CEO Graeme Cunningham and former test batsman Matthew Hayden announce a new partnership that will see Hayden used as the face of Betta's kitchen appliance range. (Image courtesy of the Brisbane Heat website).