West End and the South Australian Cricket Association today strengthened their decades-old association by announcing a formal sponsorship deal for the next five years.

And on the eve of the 2002 Pura Cup, the State team has now been officially named the West End Redbacks in celebration of the sponsorship deal.

West End's association with cricket in South Australia goes back more than three decades. In that time, West End's support has been far-reaching. From top state level down to local clubs, West End has assisted countless cricket teams with financial and promotional support.

SA Brewing Managing Director Bill Wareham said West End looked forward to this support growing over the next five years.

"Now is a very exciting time to be involved with cricket in South Australia, especially with the fantastic redevelopment of Adelaide Oval set to begin," Mr Wareham said.

"We're proud to play an important part in the further development of cricket in South Australia and look forward to supporting our up and coming cricketers in every way we can."

The new deal is expected to turn into a multi-million dollar support package over the five years. It will involve widespread support, including pourage rights, marketing campaigns and naming rights for not only the West End Redbacks, but the grade competitions.

SACA's Chief Executive Officer, Mike Deare, said the West End sponsorship was of enormous significance to cricket at all levels in South Australia.

"The partnership with SA Brewing extends more than 30 years, which is an extraordinary achievement," said Mr Deare. "From district cricket through to the State competition, West End's support will enable the SACA to continue to develop the game of cricket to the highest standard.

"We are very pleased that our State team will be known from today forward as the West End Redbacks."

© 2002 South Australian Cricket Association

This report does not necessarily represent the views of the Australian Cricket Board.