Pandemic has offered a varying range of effects on the world. The most certain outcome from the unwarranted disaster has been the emergence of a new normal. For the fans of Women’s Cricket, pandemic meant adding on to the traditional uncertainties. The boards and administrators have cunningly placed their bets on Fancy leagues and International Cricket for men when women are waiting for a clearer picture in how normalcy, albeit new, shall return.
Finance has been the most heated arenas in the cricketing world nowadays. Men and their competitions are promoted handsomely with the excuse that they attract revenues. Women have few positive updates on this front as well. Nevertheless, positive news reaches us from Australia. In recent reports, it is said that Cricket Australia has signed a deal with CADBURY.
Cadbury shall act as the Support Partner of the Australia Women’s Cricket team. It is interesting to note that the Aussies have been dominating women’s cricket at an unprecedented scale. The T20 World Cup concluded earlier this year saw a crowd of around ninety thousand turning up to witness their stars in the finals. Cadbury will further extend its partnership with AFLW, NRLW, and the Matildas as part of its National Women in Sport initiative.
The Cadbury women in Sport initiative plans to shine a light on numerous incredible female figures in women’s sports who can be looked upon by the new generation. There are four athletes who have been roped up for the initiative. Aussie star pacer Tayla Vlaeminck is one of them. Her skipper and the leader of the Aussie national side said that “To have such an iconic brand like CADBURY supporting the team and women’s sport more broadly is really exciting and we look forward to working with them to help encourage more girls to pick up a bat and ball.
We’ve been lucky enough to have the support of the Commonwealth Bank for over a decade and to now have CADBURY on board too, we’re confident we can take the women’s game to a new level”.
The interim CEO of Cricket Australia emphasized that the involvement of the young girls is necessary for the growth of the game. The association of large firms like Cadbury with women’s games is a testament to what the future holds for the stars. There is a need to provide all the stakeholders of the game with apt resources. The growth of players will alleviate the game in masses.