Brisbane Heat have doubled down on a fan-first commercial strategy this summer, securing two lifestyle partnerships that sharpen the club’s identity as one of the Big Bash League’s most family-centric teams. These deals aren’t just branding exercises. They’re a deliberate attempt to turn Heat matchdays into cultural moments that blend cricket, community, and seasonal nostalgia.
The headline tie-in brings Arnott’s Shapes into the squad for the first time, giving one of Australia’s most iconic snack brands a multi-touchpoint presence across both the BBL and WBBL programs. Shapes step in as an official partner across matchday activations, digital content, community initiatives, and in-stadium fan engagement.
Brisbane Heat General Manager – Commercial, Marketing & Corporate Affairs, Pete Lock, said, “We’re thrilled to welcome Arnott’s Shapes to the Brisbane Heat family for the first time in the Big Bash. Shapes are a beloved part of Australian culture, and certainly a staple of cricket players and fans alike. We’re excited to bring their flavour and personality to our fans in new and exciting ways this summer.”
The Arnott’s Group Chief Growth Officer, Jenni Dill, added, “As proud partners of the Brisbane Heat, we’re excited to bring flavour to the stands, backyard watch parties, and anywhere fans are cheering this summer.
“Cricket is part of the fabric of an Aussie summer, and just like Shapes, it’s all about coming together and enjoying the moments that matter. We know fans love to snack while they watch the game, and we’re looking forward to being part of the action, whether it’s on the ground or at home.”
The club also confirmed a seasonal partnership with Balsam Hill, one of the world’s best-known premium Christmas décor brands, giving selected WBBL and BBL fixtures a festive twist. Fans at Allan Border Field in November and the Gabba in December will see full Christmas-themed installations, interactive photo opportunities, plush giveaways, and a marquee tree-giveaway promotion designed to amplify the holiday feel of the Big Bash window. It’s the first time a BBL club has partnered with a luxury Christmas brand, and it plugs Balsam Hill directly into a family audience during its most lucrative period of the year.
Mercedes Feller, VP of Product Development and Sourcing at Balsam Hill, said, “We’re thrilled to be partnering with Brisbane Heat to bring a touch of festive magic to the Big Bash this summer. As a brand that celebrates tradition and nostalgia, this partnership is a natural fit – and a wonderful opportunity to bring our premium Christmas range to life in a new and meaningful way, beyond our online store.”
Pete Lock, General Manager – Commercial, Marketing & Corporate Affairs at Brisbane Heat, added, “Partnering with Balsam Hill was a natural fit. Their commitment to quality, luxury, and creating memorable experiences aligns perfectly with the Brisbane Heat brand and what our fans value. Together, we’re bringing the spirit of the season to life – both at the cricket and in our supporters’ homes.”
Both deals arrive at a high-momentum point for the Heat. The women’s team, however, is battling early adversity. After dropping their first two WBBL fixtures, they head into a crucial clash against Hobart Hurricanes Women, with star power in Jess Jonassen, Grace Harris, Nadine de Klerk, and Jemimah Rodrigues expected to anchor their push back into winning form.
As always, the partnerships will be judged by what happens inside the stadium. If Heat can convert these lifestyle integrations into genuine fan energy and repeat engagement, they’ll set a benchmark for off-field innovation in the Big Bash, proving that cricket clubs can act as cultural hosts just as much as sporting teams. The season ahead will reveal whether this strategy turns the Gabba and Allan Border Field into destinations where sport, summer, and celebration feel inseparable.
