Genesis taps New Zealand Cricket to power up its summer sports strategy

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Genesis Energy Limited has strengthened its presence in New Zealand sport after signing a three-year partnership with New Zealand Cricket (NZC), becoming the governing body’s first major energy partner.

The agreement will run across the 2026-27, 2027-28 and 2028-29 seasons and spans the organisation’s national teams, grassroots cricket and matchday inventory.

Under the partnership, Genesis has become the back-of-shirt partner of the BLACKCAPS and WHITE FERNS, giving the energy company branding exposure across New Zealand’s men’s and women’s international teams.

The agreement also extends into grassroots cricket, with Genesis securing the naming rights to Genesis Smash Play, NZC’s modified cricket programme designed to encourage participation and make the sport more accessible to young players.

NZC CEO Geoff Allott said, “This partnership breaks new ground for NZC in terms of being our first major energy partner, and we couldn’t be happier to have them on board ahead of a massive home summer. Genesis gets that cricket isn’t just about the BLACKCAPS and WHITE FERNS – it’s about kids picking up a bat for the first time through Genesis Smash Play and ensuring the next generation get to enjoy the game we all love.”

Genesis will additionally take the Opening Powerplay sponsorship across NZC’s home white-ball internationals, creating a recurring commercial asset across live broadcasts and matchday environments.

The partnership will also include consumer activations, with 20 fans set to receive a year of power, alongside exclusive matchday experiences.

For the energy company, the deal complements its broader “Life at Full Power” brand positioning and adds cricket to a growing summer sports portfolio that includes the ASB Classic tennis tournament.

Genesis Chief Revenue Officer Stephen England-Hall added, “At Genesis, we believe the best Kiwi summers are lived at full power. That’s why we’re proud to back Kiwi cricket at every level, from the next generation discovering the game through Genesis Smash Play to our national teams inspiring us on the world stage. Our ambition is to help make cricket even more fun, exciting and rewarding, creating more reasons for New Zealanders to play, support and celebrate the game throughout the summer.”

The agreement adds Genesis to an established NZC commercial ecosystem that includes technology and data partners such as Virtual Eye and CricViz, community and fan-engagement partner G.J. Gardner Homes, automotive partner Ford, and technical kit supplier Castore.

Genesis is an energy generator and retailer serving more than 490,000 customers across New Zealand through electricity, natural gas, LPG and broadband offerings. Its generation portfolio includes renewable assets alongside battery storage and other generation capacity.

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