Cricket Australia media release:

Cricket Australia and Weet-Bix bring Sheffield Shield back

Cricket Australia has today announced that the historic Sheffield Shield will be returning as the Australian interstate first-class cricket trophy and will be presented by Weet-Bix.

A five-year deal with Weet-Bix results in reinstatement of one of cricket’s most prestigious trophies, the Sheffield Shield.

Rick Wilson, General Manager of Sales & Marketing for Sanitarium Health Food Company said the partnership was an extension of Weet-Bix’s existing relationship with Cricket Australia.

“Weet-Bix is proud to be involved in the return of such an iconic sporting tradition and we look forward to working closely with Cricket Australia over the next five years to ensure the continued success and development of the four-day interstate competition.

“Like Weet-Bix, the Sheffield Shield has a strong heritage and we see this partnership as being the perfect synergy of brands, linking fitness with health and nutrition,” Mr Wilson said.

Cricket Australia Chief Executive Officer James Sutherland, who played Sheffield Shield cricket in the nineties said he was thrilled with the new partnership. “Cricket Australia is passionate about bringing back the history and tradition of the Sheffield Shield and we are appreciative of Weet-Bix for giving us the opportunity to do this,” he said.

“This interstate first-class competition is most certainly the foundation upon which our number one ranked Australian Test team has been built.

“I look forward to watching with interest the new breed of Australian players rising through the ranks by playing the Sheffield Shield presented by Weet-Bix.”

The Sheffield Shield was introduced in 1892-93 and was replaced with the Pura Cup in 1999/2000.