AWB Limited has strengthened its ties with rural and regional Australia through a joint sponsorship deal with the WA Cricket Association and WA country cricket.

Under the arrangement, AWB will become the naming rights sponsor of the WA Country Cup and the WA Country XI for the next three seasons.

The WA Country Cup is a highlight of the country cricketing calendar, and is played each season between rural cricket Associations throughout WA.

The event provides rural cricketers with an invaluable opportunity to play at a higher level, and is a key pathway to further representative cricket.

Performances in the Country Cup are crucial for judging selections in the WA Country XI, and players then have the opportunity to be selected to compete at the annual Australian Country Cricket Championships.

WA Manager Lisa Wilson said AWB had committed $22,000 through the sponsorship deal, as an investment in rural and regional Australia.

AWB recognises rural Australia is key to our business, and has invested considerably in those areas through our expanding regional network, Ms Wilson said.

It is also an active supporter of the wider rural community, and we understand the importance of sport in positively shaping the development of those country communities, Ms Wilson.

Chairman of the WA Country Cricket Board Lyle Jones said one of the long-term goals for WA Country Cricket was to make the sport a stronger part of the fabric of rural communities.

We envisage this sponsorship with AWB will play a key role in supporting the outcome of that goal, Mr Jones said.

As our leading grains marketer, AWB is important to the fabric and prosperity of rural communities so the partnership is a natural one, Mr Jones said.

Helping launch the new sponsorship arrangement was Western Warrior player and former Country Cup participant, Brad Hogg, who hails from the WA country town of Williams.

Country cricket is a big part of many WA rural communities and support for events such as this will help foster that, as well as fostering the development of young cricketers from right across the state, Mr Hogg said.

© 2002 Western Australian Cricket Association