Omega has agreed a two-season partnership to become the Official Appliance Partner of Sydney Thunder, covering both the club's WBBL and BBL teams. The agreement begins with the Weber WBBL|12 and KFC BBL|16 seasons and runs through 2027-28.
Under the arrangement, Omega will appear on the back of the WBBL playing shirt and the front of the BBL playing shirt this season. From 2027-28, its placement moves to the back of both teams' shirts. The partnership also includes LED signage and big-screen advertising at Thunder's BBL home matches, match-day fan activations, player appearances and branded player content.
Brand fit around summer entertaining
Omega's brand is positioned around the idea "For the Entertainer." The partnership is intended to connect that positioning with the Big Bash, which the company describes as cricket's most entertaining format, played through summer when Australians are hosting at home.
Nicholas Cary, creative director at Midea Residentia Australia, said the BBL turns backyards and living rooms into prime viewing spaces each summer. He said Omega designs appliances for people who enjoy hosting and that partnering with Sydney Thunder across both competitions was a way to celebrate those consumers and the club's entertaining style of cricket.
Sydney Thunder general manager Trent Copeland said the club was pleased to partner with a family-focused brand whose values around family and community matched its own. He noted Omega's long presence in Australian households and welcomed the brand's appearance on both WBBL and BBL shirts this summer, adding that the club wanted the relationship to extend beyond the field.
Mimi Collier, content creator at Midea Residentia Group, said Omega's focus is on the art of entertaining and bringing people together. She said Sydney Thunder does this well through its connection with Western Sydney and the wider community, and that Omega was pleased to join Thunder Nation and a community linked by cricket.
Retail activation planned
The partnership is also designed to support Omega's retail partners. Retailers will be able to feature Sydney Thunder in co-branded Omega promotions in-store and online, while player appearances and hospitality will support retail events and partner engagement during the season.
Cary said the partnership should work as hard for retailers as it does for the brand. He said summer is a period when consumers host, upgrade and consider their kitchens, and that giving retail partners Thunder-related activity and in-store activations provides a tangible way to drive traffic and sales.
Season start
Thunder's Weber WBBL|12 campaign starts on Thursday, October 29 in Melbourne, with the first home game at Drummoyne Oval on Sunday, November 1. The KFC BBL|16 season begins in Canberra on December 16, before Thunder returns to ENGIE Stadium on December 19 for the Sydney Smash presented by Return and Earn.