Omega has been named the Official Appliance Partner of Sydney Thunder for the next two seasons. The agreement covers both the WBBL and BBL teams, beginning with the Weber WBBL|12 and KFC BBL|16 seasons and running through 2027–28.
This season, Omega will appear on the back of the WBBL playing shirt and the front of the BBL playing shirt. From 2027–28, the brand 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 and club reaction
Omega's brand is built around the idea "For the Entertainer." The company links that positioning to the Big Bash, describing it as cricket's most entertaining format and noting that it is played through the summer months when Australians host at home, making the partnership a natural fit.
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 Thunder across both the WBBL and BBL was a way to celebrate those customers and the entertaining style of cricket associated with the club.
Trent Copeland, Sydney Thunder general manager, said the club was pleased to partner with Omega for the next two seasons. He described Omega as a family-focused brand and said both organisations shared a commitment to bringing people together and building strong communities. Copeland noted Omega's long presence in Australian households and said the club was proud to work with a brand that shares its values. He also welcomed Omega's presence on both playing shirts this summer and said the partnership was intended to extend beyond the cricket field.
Mimi Collier, content creator at Midea Residentia Group, said entertaining and shared moments were central to Omega. She said Thunder's connection with Western Sydney and the wider community matched that idea, and welcomed the chance to join Thunder Nation and a community brought together by cricket.
Retail activation and fixtures
For retailers, the partnership is designed to work on the shop floor as well as on the field. Omega's retail partners will be able to bring Sydney Thunder into co-branded Omega promotions in stores and online. Player appearances and hospitality will support retail events and partner engagement through the season.
Cary said the partnership should work as hard for retailers as it does for the brand. He said summer is when people host, upgrade and think about their kitchens, and that giving retail partners Thunder-themed promotions and in-store activations provides a concrete way to drive traffic and sales.
Thunder's Weber WBBL|12 campaign begins on Thursday, October 29 in Melbourne, before the first home game at Drummoyne Oval on Sunday, November 1. The KFC BBL|16 season starts in Canberra on December 16, before Thunder returns to ENGIE Stadium for the Sydney Smash presented by Return and Earn on December 19.