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Home > Cricket > World Cup 2003 > Reuters > Report

ACB opts for change of image


March 06, 2003 15:52 IST

The Australian Cricket Board (ACB) announced on Wednesday they are changing the name of the sport's controlling body to Cricket Australia to lift the game's national profile.

ACB chief executive James Sutherland said the board lacked a co-ordinated approach to branding at state and national level when competing against other sports and forms of entertainment.

The new name and logo are expected to be implemented for the Test and one-day international series against Bangladesh in Darwin and Cairns in July 2003, the ACB said in a statement.

"In developing this brand we are determined to ensure that the game can be enhanced for future generations. A contemporary branding structure will help us achieve this," Sutherland said.

The organisation had consulted with players, former Australia captains, state officials, sponsors and the media, the ACB said.

© Copyright 2003 Reuters Limited. All rights reserved. Republication or redistribution of Reuters content, including by framing or similar means, is expressly prohibited without the prior written consent of Reuters. Reuters shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.


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