NRMA Insurance secures multi-year naming rights for cricket – Insurance Business America

By Roxanne Libatique
NRMA Insurance has formalised a new multi-year deal with Cricket Australia, expanding its involvement as the official naming rights sponsor for both the men’s and women’s international cricket series.
The latest agreement builds on the relationship established in 2022 and will see NRMA Insurance maintain its naming rights for the men’s Test Series in Australia for six more seasons. For the first time, the insurer will also take on naming rights for the women’s international series, covering Test, One-Day International, and T20 International matches for the next seven seasons.
Under the renewed arrangement, NRMA Insurance will continue as the official insurance partner for both national teams. The announcement comes as preparations ramp up for a significant summer of cricket, including the NRMA Insurance Men’s Ashes Test Series, which is scheduled to begin in Perth this November.
Cricket Australia CEO Todd Greenberg commented on the development: “We’re thrilled our partnership with NRMA Insurance is expanding with the brand’s continued support for the men’s competition and now helping to elevate the profile of our women’s team and their campaign for international success.” He added that the partnership includes programs and initiatives intended to support cricket organisations ranging from local clubs to the national teams.
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Julie Batch, CEO of NRMA Insurance, said the partnership aligns with the company’s growth and centenary year. “As NRMA Insurance continues to grow nationally, our ongoing partnership with Cricket Australia, in what is set to be one of the most anticipated seasons ever for the Aussies, provides an unmatched platform to build deeper connections and exposure for our brand, with a captivated and highly engaged audience of existing and potential new customers,” Batch said.
Batch also commented on the company’s ongoing involvement in cricket. “From championing the growth of the women’s competition, stadium activations that elevate the spectator experience, or supporting local community clubs to provide greater flexibility in how they play and connect with the sport, we’re helping cricket endure as the heartbeat of Australian culture and communities across the country,” she said.

NRMA Insurance’s involvement in cricket is part of a wider pattern among insurers increasing their presence in Australian sports sponsorships. The company is currently the presenting partner for the NRMA Insurance Ashes Trophy Tour, a fan engagement event leading up to the Ashes Test in Perth. Additional initiatives are expected to be rolled out during the cricket season.
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Other recent examples include Allianz Australia’s four-year partnership with the West Coast Eagles – which extends to AFL, AFLW, and Wheelchair football teams – and Gallagher’s renewed agreement with Rugby Australia. Budget Direct has also joined as a platinum partner of the Melbourne Storm, while Howden, HIF, RAA, Youi, McLardy McShane, QBE, and Bupa have all expanded their sponsorships across various sporting codes.
These partnerships are increasingly tied to community engagement, wellness, and inclusion programs, reflecting the insurance sector’s strategy to connect with customers through sport and support broader social initiatives. The trend demonstrates how insurers are leveraging sporting platforms to reinforce their brand presence and contribute to local communities across Australia.

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