Australia’s new Hockey One League has signed Kellogg’s Sultana Bran as its official title partner ahead of its inaugural season.
The deal has been agreed on an initial two-year basis, with the competition to be known as the Sultana Bran Hockey One League.
The partnership incorporates numerous other assets. These include the presence of the Sultana Bran logo on the front of all 14 team shirts involved across the competition.
It will also extend to sponsorship of the Australia’s national hockey teams. The brand will now be the shirt sponsor of Australia’s men’s, women’s and junior national teams.
Hockey Australia chief executive, Matt Favier said: ‘’To have Sultana Bran across Hockey One and our national teams is great for hockey but it also highlights the potential Kellogg’s sees in the sport.”
Hockey One replaces the Australian Hockey League as the country’s premier domestic hockey league. It represents an attempt by the sport’s governing body to drive greater interest in hockey.
The new title partnership will be official launched at a media event on September 25, which comes ahead of the league’s opening fixtures on September 29.