Dick Smith looks to the Stars for cricket sponsorship, new stores opening

Dick Smith has joined Betta Home Living as a major of a Twenty20 franchise, announcing a new sponsorship deal with the Melbourne Stars cricket team. Dick Smith is the new Principal Partner and Official Consumer Electronics Partner for the team for the next two seasons of the KFC T20 Big Bash League. The news was announced today at Dick Smith’s Victoria Gardens store in Richmond, Melbourne.

The sponsorship deal will see the Dick Smith logo appear on the front of the Melbourne Stars players’ shirts and official team apparel, worn by players and coaches, which will be televised nationally on Channel 10.

Today’s news comes just four days after the retailer’s parent company, Anchorage Capital Partners, confirmed it was released from financial obligations to former Dick Smith parent company Woolworths Limited. Anchorage bought the retail chain from Woolworths at the end of last year.

Speaking about the deal, Neil Merola, director of marketing for Dick Smith Australia and New Zealand, said the partnership would be a great way to promote the Dick Smith brand, both in Victoria and across the country.

“We are excited to have the opportunity to build a relationship with the Melbourne Stars, who have cracking player line up and an exciting season ahead,” said Merola. “Many of us at Dick Smith are huge cricket fans and can’t think of a better team to align with.

“This partnership forms part of the new direction the Dick Smith business is taking since Anchorage took hold of the reins. The business is in a strong financial position is keen to continue to amplify its presence within the consumer electronics industry via strategic sponsorships.

“The sponsorship also provides us with an excellent opportunity to cross-promote through our Victorian store network, which currently comprises 59 stores, with another seven expected to open before Christmas.”

Dick Smith is not the first electrical retailer to align itself with the world of cricket — last November, Betta Home Living signed on as a sponsor for the Brisbane Heat Twenty20 cricket team, at the same time recruiting former Test cricketer Matthew Hayden as a brand ambassador for its retail group.

Melbourne Stars: John Hastings, Clint McKay and Rob Quiney.

Director of marketing for Dick Smith Australia and New Zealand, Neil Merola, with Melbourne Stars club chairman, Eddie Maguire, at the sponsorship announcement in Dick Smith Victoria Gardens today.

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