Omega has been named the Official Appliance Partner of Sydney Thunder for the next two seasons, under an agreement that covers both the club's Weber WBBL and KFC BBL teams and runs from the coming summer through to 2027–28.
The partnership begins with the Weber WBBL|12 and KFC BBL|16 seasons. In this first season, Omega branding appears 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.
Beyond shirt placement, the agreement includes LED signage and big screen advertising at Thunder's BBL home matches, match day fan activations, player appearances and branded player content.
Positioning built on entertaining
Omega's marketing is built around a single idea, "For the Entertainer". The company frames the Big Bash as a natural fit because it is cricket's most entertaining format and is played through the summer months, when Australians are hosting at home. That is the brand's stated rationale rather than a measured outcome.
What the parties say
Nicholas Cary, creative director at Midea Residentia Australia, said the BBL each summer turns backyards and living rooms into the best seats in the house, and that Omega designs appliances for people who love hosting those moments. He described the dual WBBL and BBL partnership as a way to celebrate those consumers and the entertaining style of cricket Thunder is known for.
Sydney Thunder general manager Trent Copeland said the club was thrilled to partner with Omega for the next two seasons, describing it as a family-focused brand whose values align with Thunder's emphasis on family and community. He noted that Omega has been part of Australian households for many years, and said it was fantastic to see the brand on both playing shirts this summer, with both parties looking to build a partnership that extends well beyond the cricket field.
Mimi Collier, content creator at Midea Residentia Group, said entertaining — bringing people together and sharing special moments — sits at the heart of Omega, and pointed to Thunder's connection with Western Sydney and the wider community as the reason the club was a strong match.
Retail programme
The partnership is structured 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 promotions in store and online, with player appearances and hospitality supporting retail events and partner engagement through the season.
Cary said the intent is for the partnership to work as hard for retailers as it does for the brand, noting that summer is when consumers host, upgrade and think about their kitchens, and that Thunder-linked promotions alongside in-store activations give retailers something concrete to drive traffic and sales.
Season schedule
Thunder's Weber WBBL|12 campaign begins on Thursday, October 29 in Melbourne, with the club's first home game at Drummoyne Oval on Sunday, November 1. The KFC BBL|16 season starts in Canberra on December 16 before returning to ENGIE Stadium on December 19 for the Sydney Smash presented by Return and Earn.