After 13 years, Glenn Maxwell has made a significant sponsorship move in the Big Bash League. The Australian white-ball great has switched from Kookaburra to Canberra-based brand Southern Cross Cricket (SCC), also known as SCC. Maxwell, 37, has ended his long-standing partnership with Kookaburra on good terms, with the manufacturer still considering him part of the family. However, his move to SCC as an equity partner shows the brand’s growing ambition and credibility in professional cricket.
Maxwell’s decision to join SCC goes beyond just being an endorser; he is now a part-owner, a move more commonly seen with global sporting icons. This shift reflects his belief in the brand’s vision for innovation and ownership rather than just a traditional sponsorship deal. Maxwell aims to change the landscape of cricket bat sponsorship with this new partnership.
SCC is interested in more than just Maxwell’s on-field performance; they are tapping into his industry expertise for bat design, sticker concepts, and junior product ranges. The brand’s recent acquisition by Cricket ACT chairman Greg Boorer also played a role in Maxwell’s decision. Maxwell is no stranger to the business side of sports, as he also has equity in T20 Vision sunglasses.
Maxwell will officially launch his partnership with SCC during the Melbourne Stars’ match against the Brisbane Heat on January 2. This move signifies a new chapter in Maxwell’s sponsorship journey and highlights the changing dynamics of sponsorship in Australian cricket.
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