The Hindu : ACB is now Cricket Australia

Online edition of India's National Newspaper
Tuesday, Jul 01, 2003

Sport

Sport - Cricket

ACB is now Cricket Australia

Sydney June 30. Australian Cricket Board will have a new identity and will be called Cricket Australia from midnight today.

The new name and identity will take to the international cricket field for the first time in shortly over two weeks when Australia meets Bangladesh in the three-Test series in Darwin.

However, the iconic baggy green cap worn by Australia's Test cricketers will remain untouched.

Cricket Australia Chief Executive Officer James Sutherland said the new identity was developed after a strategic review showed that the large number of different brands and images used in Australian cricket were uncoordinated.

``This diluted the sport's voice when competing for attention against other sports and entertainment competitors,'' Sutherland said.

``The development of the new Cricket Australia brand architecture gives cricket brands across Australia an opportunity to strengthen cricket's cut-through by aligning themselves with the new look without losing their own distinctive identities.''

He said the Cricket Australia identity also better reflected modern Australian cricket than did the old name and logo.

In a coincidental development, tomorrow also marks the permanent integration of women's cricket into the Cricket Australia structure after a successful two-year trial.

Sutherland said the Women's Cricket Association and the former Australian Cricket Board agreed that the trial had shown that an integrated approach provided women's cricket with greater access to resources.

``Female participation in cricket is vital for the long term health of Australian cricket and an integrated approach increases the chances of attracting, retaining and supporting women and girls in cricket,'' he added.

PTI

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