Cricket NSW and Belgravia Apparel Announce Expanded Multi

Cricket NSW has announced partnership with global sportswear leader New Balance and its apparel partner, Belgravia Apparel.

This collaboration builds upon an existing relationship established through the parties’ work with Cricket Australia, aiming to standardise apparel quality and branding across the New South Wales cricket ecosystem. Under the new agreement, New Balance and Belgravia Apparel have been named an Official Partner of Cricket NSW and the organisation’s Preferred Apparel Provider.

A primary focus of the initial phase will be supporting Cricket NSW’s comprehensive network of camps and academy programs, as well as providing dedicated support to selected Country Zones.

Furthermore, New Balance will serve as the Exclusive Apparel Partner for both the Sydney Sixers and Sydney Thunder T20 Youth Camps and Academies, ensuring that developmental pathways are supported by high-quality sportswear.

A core objective of the agreement is the establishment of a streamlined, accessible supply chain for local clubs and zones throughout the state. By offering these organisations direct access to high-quality apparel at competitive pricing, the partnership seeks to elevate professional standards at the community level. This alignment ensures that local clubs benefit from the credibility and recognition associated with a globally established brand like New Balance.

Highlighting the long-term vision behind the move, Cricket NSW head of commercial, Ben Hirschfeld, said: “We are thrilled to elevate our partnership with New Balance and Belgravia Apparel.”

“Our long-term ambition is to deliver a consistent and cohesive apparel offering across elite, semi-elite and community cricket.

“By aligning branding and quality standards, this partnership aims to strengthen the connection between grassroots participation and the high-performance environment,” Hirshfeld said.

Reinforcing the focus on community engagement, Belgravia Apparel – Sports CEO, Brian Waldron, added: “Community sport is at the core of what we do. We are delighted to build on the existing relationship we have with Cricket NSW through our Cricket Australia partnership as Official Apparel Partner for the Thunder and Sixers BBL and WBBL, the state pathways and representative programs.”

“We believe seeing community players in the same quality apparel as their state teams helps inspire participation, pride and a stronger connection between grassroots and elite cricket,” Waldron said.

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