What Sydney Sixers does

Sydney Sixers is a professional cricket franchise founded in 2011 that competes in Australia's Big Bash League (BBL) and Women's Big Bash League (WBBL). The club is wholly owned and operated by the New South Wales Cricket Association (Cricket NSW), a state governing body, and plays its home matches at the Sydney Cricket Ground (SCG) in Moore Park. Its administrative headquarters and primary training facility are at Cricket Central in Sydney Olympic Park, which includes 15 indoor cricket nets. The franchise fields both men's and women's teams, with the men's side reaching the BBL|15 Final as runners-up and the women's side finishing second in the WBBL|11 standings.

The franchise operates a multi-revenue-stream business model anchored on season memberships (six tiers ranging from Supporter Premium at $55 to Social Club at $163 plus reserved-seat tiers at $37–$53), single-game ticketing through Ticketek/Ticketmaster, official merchandise (New Balance kit distributed via shop.cricket.com.au and match-day outlets), corporate partnerships (principal, major, and official tiers including New Balance, GWM, AIPER, and Nature's Gift), and a structured T20 Youth Academy (6-month program at $1,255; 12-month at $2,259) operating across four Sydney hub locations. Go-to-market is direct-to-consumer through the membership website, contact centre, and on-ground match-day activations. The franchise also runs community programs such as the First Nations Shirt Auction in partnership with Cricket NSW Foundation and the 'Every Seat Has a Story' fan-engagement campaign.

The core product is live professional T20 cricket entertainment and elite player development. There is no proprietary software platform or disclosed technology stack — the franchise runs on standard sports-operations infrastructure provided by Cricket Australia and Cricket NSW (website, membership portal, ticketing integrations). Customer segments include BBL/WBBL fans and season members, junior cricketers aged 10-16 and their families, women's cricket supporters, and corporate sponsors. Operational scale is small (1-10 disclosed employees at the franchise level, with most operational functions handled by the parent Cricket NSW), and the franchise reported only 231 season members tallied on the public website during the 2026/27 sales window — though this figure likely understates total membership base given early-season capture timing.

Name

Sydney Sixers

Legal name

New South Wales Cricket Association

Website

https://sydneysixers.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Sydney Sixers is a professional cricket franchise owned by Cricket NSW that competes in Australia's Big Bash League (BBL) and Women's BBL, serving NSW-based cricket fans through season memberships, ticketing, merchandise, youth development, and corporate sponsorships anchored at the SCG.

Ownership category

akta.pro rank

Product category

Professional Sports Franchise

NAICS

Spectator Sports (71121), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cricket Leagues (MPAKAAAF)

akta.pro secondary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Professional cricket franchise
• Big Bash League team
• Season ticket memberships
• Youth cricket academy
• Cricket merchandise

Headquarters

HQ city

Regents Park

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Matchday ticketing and membership: The club generates revenue from season membership packages (Full-Season Reserved Seat, Full-Season General Admission, Social Club, 1-3 Game memberships, Supporter Premium) and single-game ticket sales across BBL and WBBL home games at the SCG and other venues.
2. Merchandise sales: Revenue from official Sydney Sixers merchandise sold through the Cricket Australia online store (shop.cricket.com.au) and physical merchandise outlets on match days. Members receive discounts on full-priced New Balance Sixers merchandise.
3. Membership packages and hospitality: Full-Season Social Club membership at $163 provides exclusive access to the Steve Waugh Room for all home games, including function room access, post-game meet and greet opportunities with players, and innings break raffle with signed prizes. Reserved seat memberships range from $37 to $53.
4. T20 Youth Academy programs: Revenue from the T20 Development Academy (6-month program $1,255; 12-month program $2,259) and school holiday camps for young cricketers aged 10-16.
5. Corporate partnerships and sponsorship: Revenue from principal partner, major partners, and official partner arrangements including kit supplier (New Balance), automotive partner (GWM), and category-specific sponsors. Includes partner activation at matches and digital exposure.
6. Hospitality and corporate events: Revenue from hospitality packages for the 2026/27 season, including premium seating and corporate event experiences at the SCG and other venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Sydney Sixers is a professional cricket franchise competing in Australia's Big Bash League (BBL) and Women's Big Bash League (WBBL). The club sells season memberships and single-game tickets for home matches at the Sydney Cricket Ground (SCG), distributes official merchandise, runs a T20 Youth Academy and school holiday camps for junior cricketers aged 10-16, and partners with corporate sponsors for brand activation.

Product overview

Sydney Sixers operates as a professional cricket franchise competing in both the Big Bash League (BBL) and Women's Big Bash League (WBBL). The organization offers a portfolio of membership packages providing game access, from general admission to premium Social Club experiences. Youth development is delivered through the T20 Development Academy and School Holiday Camps, while community engagement includes the First Nations Shirt Auction. The Supporter Premium membership provides non-game-access benefits and merchandise store credit. All memberships include access to the Sixers Mber+ Store for customizing membership packs.

Differentiator

Problem solved

Functional benefit

Products and services

• Sydney Sixers BBL Membership Annual season membership providing access to Sydney Sixers BBL men's home games at the Sydney Cricket Ground, available in tiered options (Full-Season Social Club, Platinum Reserved, Gold Reserved, General Admission, 1-3 Game, Supporter Premium) with member benefits including Mber+ Store credit, merchandise discounts, player meet-and-greet opportunities, and priority finals access.
• Sydney Sixers WBBL Membership Annual season membership providing access to Sydney Sixers Women's WBBL home games at the SCG and the away Sydney Smash at Drummoyne Oval, with dedicated benefits and Mber+ Store credit.
• T20 Development Academy Structured youth cricket development program for players aged 10-16, offering 6-month and 12-month coaching subscriptions across technical, tactical, physical, and mental aspects of T20 cricket at four Sydney locations (Manly, Moore Park, Penshurst, Waitara), including New Balance training kit, double GA membership, and SLOCOACH digital hub access.
• School Holiday T20 Youth Camps Multi-day school holiday cricket clinics for boys and girls aged 10-16, focusing on batting, bowling, fielding, and T20 game awareness with professional coaches at first-class Sydney facilities.
• First Nations Shirt Auction Charity auction of signed First Nations shirts featuring artwork by Wiradjuri artist Lua Pellegrini, conducted in partnership with Cricket NSW Foundation with proceeds supporting young First Nations cricketers and elite cricket pathways.

Quantifiable outcome

• Perth Scorchers won record sixth BBL title on 25 January 2026 at Optus Stadium in front of record 55,018 crowd — Sydney Sixers were runners-up
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• AIPERminorGTM or Marketing Partner · 14 October 2025AIPER and Sydney Sixers extended their partnership through to 2026. AIPER is a partner of the club contributing to the commercial partnership portfolio. No detailed financial or strategic implications were mentioned in the announcement.
• New BalancecoreGTM or Marketing PartnerNew Balance is the official kit supplier for Sydney Sixers. The company designs and supplies the T20 Development Academy training kit (shirt, shorts, cap) for academy participants and official merchandise for sale to fans and members.
• GWM (Great Wall Motors)minorGTM or Marketing PartnerGWM is an automotive partner of Sydney Sixers offering exclusive discounts on selected GWM vehicle models to Sixers members. The partnership was newly announced with specific member-exclusive offers.
• Nature's GiftminorGTM or Marketing PartnerNature's Gift, a natural pet food company with over 20 years of experience, became a Major Partner of the Sydney Sixers WBBL team. The partnership was aligned with the WBBL's family-focused market. Dog-loving Sixers players including Alyssa Healy welcomed the brand on board.
• Cricket NSW FoundationcoreStrategic or Co-development PartnerThe Sydney Sixers First Nations Shirt Auction is conducted in partnership with the Cricket NSW Foundation. All proceeds from the auction of signed shirts (featuring artwork by Wiradjuri artist Lua Pellegrini) are invested into programs supporting young First Nations cricketers, helping them access elite cricket pathways including the T20 First Nations Cup and National Indigenous Cricket Championships.
• Century CricketminorStrategic or Co-development PartnerCentury Cricket partners with the Sydney Sixers T20 Youth Academy in close partnership to deliver structured coaching programs. Lisa Sthalekar works closely with Century Cricket in overseeing the progression of young players through tailored and age-appropriate training programs.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sydney Thunder: Sydney's other BBL and WBBL franchise, sharing the same city, parent state association (Cricket NSW), and SCG-adjacent scheduling. Most directly comparable peer given identical league, customer base, and commercial structure.
• Perth Scorchers: Six-time BBL champion franchise and the dominant club in the BBL. Direct peer in BBL/WBBL, comparable in revenue model (membership, ticketing, merchandise, sponsorships) and target market (Western Australian cricket fans).
• Melbourne Stars: BBL/WBBL franchise serving the Melbourne market at the MCG. Comparable in scale, multi-tier membership model, and high-profile player recruitment, competing for national media attention and corporate sponsorships.
• Melbourne Renegades: Second Melbourne-based BBL/WBBL franchise, owned by Cricket Victoria. Directly comparable in product offering, membership tiering, and merchandise/sponsorship mix, with the same BBL league economics.
• Brisbane Heat: Queensland-based BBL/WBBL franchise, owned by Queensland Cricket. Direct peer in BBL/WBBL, sharing league-wide broadcast, sponsorship pool, and Cricket Australia governance.
• Adelaide Strikers: South Australian BBL/WBBL franchise based at Adelaide Oval. Comparable in league, membership, and merchandise economics; a directly competitive peer for the same broadcast and sponsorship dollars.
• Hobart Hurricanes: Tasmania-based BBL/WBBL franchise. Direct league peer sharing BBL/WBBL commercial structure; finished 1st in WBBL|11 above Sixers, making it a directly competitive benchmark on the women's side.

Broad incumbents

• Cricket Australia: National governing body that owns and operates the BBL and WBBL competitions. Comparable as the central commercial and broadcasting counterparty whose decisions on media rights, scheduling, and franchise economics directly determine Sixers' revenue and growth ceiling.

Emerging players

• Indian Premier League franchise teams (e.g., Mumbai Indians): IPL franchise teams operate a T20 cricket franchise model with a similar mix of ticketing, membership, merchandise, and sponsorship revenue. While geographically distinct, IPL franchises represent the upper-bound benchmark for T20 franchise valuations, media-rights scale, and sponsor economics that the BBL (and Sixers) is seeking to close the gap with.
• The Hundred franchise teams: ECB's The Hundred franchise teams (e.g., Oval Invincibles, Manchester Originals) operate a T20 franchise model analogous to BBL in terms of city-based teams, memberships, and central media-rights distribution. A useful peer for benchmarking European T20 franchise economics and member-product design.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SixersBBL
• YouTubeyoutube.com/user/SydneySixers
• Facebookfacebook.com/SydneySixers
• Instagraminstagram.com/sixersBBL
• LinkedInlinkedin.com/company/sydney-sixers

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sydney Sixers