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Sanitarium Weet-Bix marketing revives Sheffield Shield

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Iconic Australian cricket competition, the Sheffield Shield, will make its return to the Australian cricketing calendar this October after a 10 year absence, following the signing of a new marketing partnership between Sanitarium Weet-Bix and Cricket Australia.

The five-year partnership is an extension of Weet-Bix’s existing support of Cricket Australia and Australian cricket player Brett Lee, and will see the reinstating of the original Sheffield Shield trophy and partnership of the four-day domestic cricket series, to be known as the ‘Sheffield Shield, presented by Weet-Bix’.

As a long time supporter of Cricket Australia, the decision by Weet-Bix to extend its partnership for the revival of the Sheffield Shield was the result of Weet-Bix’s wish to return the iconic trophy and competition name to the Australian public, according to Rick Wilson, general manager Sales & Marketing, Sanitarium Health Food Company.

"Like the Weet-Bix brand, the Sheffield Shield has a strong heritage, representing traditional Australian and family values. While sponsorship of a domestic cricket competition is vital to its survival and continuation, we at Sanitarium and Weet-Bix feel that the tradition of the Shield should not be lost," Mr Wilson said.

"The Sheffield Shield's return to the Australian cricket community and public is something for which Weet-Bix is very proud to be responsible, and through our partnership with Cricket Australia and the Sheffield Shield, Weet-Bix will continue to support and foster nutrition and healthy lifestyles, not just among players, but also among the Australian public."

The partnership now installs Weet-Bix as a Silver partner of Cricket Australia, in addition to being an official supplier and the official breakfast of the Australian Cricket Team, an existing designation they held for over eight years.

The Sheffield Shield began in 1892 as a competition between NSW, Victoria and South Australia following a visit from the English Earl of Sheffield, who donated £150 pounds to establish an intercolonial cricket tournament. In 2008 the Sheffield Shield will be contested by six state based teams.

The return of the Sheffield Shield 2008/2009 competition in October coincides with Weet-Bix's 80th birthday. More than 31 million packets of Weet-Bix products are sold each year, with the 100 percent Australian owned brand having held the top position in the breakfast cereals market for more than 40 years.

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