MGT5MSB: Sponsorship Analysis of Australian Cricket Board Report

This report provides a comprehensive analysis of the Australian Cricket Board's (ACB) sponsorship with Hardys wine, examining the rationale behind the partnership and the attributes of both organizations. It includes a SWOT analysis of the ACB, highlighting its strengths as the governing body of Australia's national sport, weaknesses such as high player salaries, opportunities for talent development, and threats like match-fixing and potential funding cuts. The report also details the attributes of both the ACB and Hardys, emphasizing Hardys' commitment to high-quality wine production and its long-standing heritage. The rationale for the sponsorship is explored, focusing on the alignment of tradition and achievement between Australia's favorite sport and a world-renowned wine brand. The report concludes that the ACB is a strong sports organization with effective management, and the sponsorship with Hardys provides significant monetary benefits, reinforcing the importance of strategic partnerships in sports management.

Running head: SPORTS MANAGEMENT
SPORTS MANAGEMENT

SPORTS MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
SWOT Analysis of Australian Cricket Board............................................................................2
Attributes of the organizations and its sponsor..........................................................................2
Australian Cricket Board........................................................................................................2
Hardys.....................................................................................................................................3
The rationale for Sponsorship....................................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................4

SPORTS MANAGEMENT 2
Introduction
Australian Cricket Board is an administered board by a national body, two territory,
and six states association. Cricket is the national sport in Australia and thus Cricket Australia
is a governing body by the federal government of Australia for the proper functioning of all
activities in Australia related to cricket. As it is a national level organization which manages
all matches and tournaments of the Australian Cricket Team, many companies are associated
with the board as its commercial and broadcast sponsors (Cricket Australia, 2018). One of the
main commercial partners of the Australian Cricket is "Hardys". The company is involved in
the manufacturing and distributing high-quality wines throughout the world.
SWOT Analysis of Australian Cricket Board
Strengths
 The sport that is taken care by the
board is the national sport of the
country.
 Strong training and development
programmes to provide high-quality
training to the players.
 The team has won the world cup
many times under the supervision of
the board.
 It is the oldest sport of the country.
 Introduction of APL matches to
increase the competitiveness and
playing spirit of the players.
 The board is sponsored by the
largest brands of the national and
international level.
 High profile sport that attracts a
majority of the public and it
increases the profitability of the
organization.
 Sufficient financial resources.
Weaknesses
 High salaries of the players and
employees of the board.
 Selection of players is a very
difficult task as there are a number
of cricket players and lovers in the
country.
 The high cost of training of the
players.
 Cricket is not an Olympic sport.

SPORTS MANAGEMENT 3
Opportunities
 The board has an opportunity to
develop events and [programmes to
find out the talent from the general
public.
 The board can also take some
advantage of being associated with
the famous brands and its sponsors.
Threats
 The threat of stop funding by the
sponsors in case of poor
performance by the players.
 The threat of match fixing by the
players as it directly affects the
goodwill of the board.
(Gomez, Opazo, & Marti, 2008)
Attributes of the organizations and its sponsor
Australian Cricket Board
 The board governs all cricket related functions and activities in the country.
 Its main objective is to promote the cricket and its techniques in all over the nation.
 The board has also launched a five-year strategy (2017-2020) which is related to the
directions for cricket around the country.
 The board is structured with full of diversified practices. It also governs the women
cricket team of the country and provides the same arrangements and training to the
female employees.
 The board also works online and offline for the promotion of this sport with the help
of local level schools and clubs so every individual is aware of this sport (Cricket
Australia, 2018).
Hardys
 The company is characterized by a variety of luxurious wines, which works as the
symbol status.
 It is the largest wine manufacturing company of the wine industry in the world. It has
won a number of medals for providing its services continuously for more than 160
years (Hardys, n.d.).
Rationale for Sponsorship
Hardys is one of the oldest wine manufacturers in the industry. It is committed to
producing the high-quality wine which is often served in the very expensive parties. The

SPORTS MANAGEMENT 4
company is working form last 160 years and proud to be the commercial sponsor of wine for
the Australian Cricket Board. The company started its sponsorship with the board with the
view that World's favorite wine and Australia's favorite sport must be the perfect combination
of achievement and tradition (Koronios, Psiloutsikou, Kriemadis, Zervoulakos, & Leivaditi,
2016). The journey of its heritage is the result of the dedication of the five generations and
their inspiring characters, world-class innovation and stories. This inspiring fact is also
needed in the cricket and this is the main thought behind the combination of the Australian
Cricket Board and Hardys (Cricket Australia, 2018).
Conclusion
On the basis of above report, it can be concluded that The "Australian Cricket Board"
is a very strong and powerful sports organization which is delivering its services to one of the
world's best cricket team. However, it has some internal weaknesses but the proper
management of its strengths can cover the same. Similarly, the threats presented can also be
eliminated by taking the advantage of the opportunities occurring in the environment. The
paper also concludes that out of the many sponsors, Hardys is one of the most important
sponsors of the board as it is an international brand of the wine industry and associating with
this brand is proving benefits to the boards in monetary terms.

SPORTS MANAGEMENT 5
References
Cricket Australia. (2018). Retrieved July 29, 2018, from About:
https://www.cricketaustralia.com.au/about
Cricket Australia. (2018). Retrieved July 29, 2018, from Our Strategy:
https://www.cricketaustralia.com.au/about/our-strategy
Cricket Australia. (2018). Retrieved July 29, 2018, from Our Partners:
https://www.cricketaustralia.com.au/about/partners/commercial
Gomez, S., Opazo, M., & Marti, C. (2008). Structural Characteristics of Sport Organizations:
Main Trends in the Academic Discussion. SSRN Electronic Journal, 730, 1-20.
Hardys. (n.d.). 5 Generations of Devotion. Retrieved July 29, 2018, from
http://hardyswines.com/our-story
Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016). Sport
Sponsorship: The Impact of Sponsor Image on Purchase Intention of Fans. Journal of
Promotion Management, 22(2), 238-250.