After 13 years, Glenn Maxwell has found a new home this Big Bash.
Having donned the iconic Kookaburra label at the crease since his maiden season at the Melbourne Stars in BBL|02, the Australian white-ball great has jumped onbaord Canberra-based brand Southern Cross Cricket, more commonly referred to as SCC.
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Maxwell, 37, and Kookaburra have parted on amicable terms, with the long-standing manufacturer still viewing him as family for life. But, in terms of sponsorship movement within Australian cricket, this shift is significant on several levels.
His shift to SCC though speaks volumes about the Canberra-based brand’s growing ambition and credibility at the professional level; emphasised by Maxwell’s decision to come on board not just as an endorser, but as an equity partner.
The model is more commonly associated with global sporting icons opposed to Australian cricket; reminiscent of Michael Jordan’s groundbreaking relationship with Nike, where his belief in the brand and shared vision ultimately redefined the commercial landscape of basketball.
While the scale differs, the philosophy is strikingly similar with his investment in innovation and ownership rather than a traditional bat-for-logo arrangement.
“I genuinely believe we can change the landscape of cricketing bat sponsorship,” Maxwell said in a statement provided to foxsports.com.au.
SCC’s interest in the white-ball superstar extends well beyond his on-field output. The brand is tapping into his industry IP, from bat shapes and design input to sticker concepts and junior product ranges.
The brand was recently acquired by Cricket ACT chairman and business figure Greg Boorer, whose involvement proved an additional drawcard for Maxwell amid the switch. Maxwell is no stranger to this space, also holding equity in T20 Vision sunglasses, an eyewear brand that surged onto the market in 2023.
Maxwell will officially unveil his partnership with SCC on January 2 in his clash for the Melbourne Stars against the Brisbane Heat at the Gabba.
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