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 Shields 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-Bixs 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.