Collingwood Basketball Association is pleased to announce the continuation of its longstanding partnership with Jellis Craig Inner North, which will remain the Official Program Sponsor of the CBA Junior Domestic Program for a further three years.
The new agreement extends a relationship that began in 2017 and will continue through to September 2029.
For close to a decade, Jellis Craig Inner North has backed community basketball in Collingwood and supported CBA’s work to make participation more accessible for local children and families.
CBA General Manager Shaun McEachin said the longevity of the relationship was significant.
“Jellis Craig has been part of the CBA community for close to a decade. That type of sustained local support matters because it gives us greater capacity to keep basketball accessible and connected to our community.”
The partnership will see the Jellis Craig brand continue its strong association with junior domestic basketball, including recognition on new Junior Domestic playing uniforms planned for the Winter 2027 season.
Jellis Craig Inner North People and Performance Manager Ben Harrison said the partnership reflected the business’s commitment to the community in which it operates.
“We’ve always believed that being a local business comes with a responsibility to contribute to the community around us. That means more than providing financial support. It’s about being involved, showing up and building relationships with the people and organisations that make the Inner North such a great place to live.”
Since the partnership began in 2017, thousands of children and families have participated in CBA programs. Jellis Craig’s support has helped CBA continue working to reduce financial barriers and provide opportunities for young people to participate in community basketball.
Harrison said CBA’s role extended beyond what happens on the basketball court.
“CBA is a great example of grassroots community in action. Every week, it brings children, parents, volunteers and families together. For some, it’s about basketball. For others, it’s about finding friendship, confidence, purpose and a place where they belong. That’s something we’re very happy to support.”
The renewed partnership will provide further opportunities for Jellis Craig to connect with CBA players, families and the wider All Stars community.
“For us, community sponsorship is most meaningful when you can be involved beyond the financial contribution,” Harrison said.
“We are excited to build on the existing relationship with CBA, engage with CBA’s players and families and be part of the community we work in. That genuine connection is what makes this partnership so worthwhile.”
The renewed agreement also supports CBA’s 2026 – 2029 Strategic Plan and its focus on growing participation, strengthening organisational sustainability and building partnerships that create greater value for the basketball community.
“This is another practical step in delivering our strategic plan,” McEachin said.
“We want to work with organisations that share our connection to community and help us provide better opportunities for our members. Jellis Craig has demonstrated that commitment over many years.”
The announcement continues a period of increased partnership activity for CBA as the Association strengthens its commercial and community relationships and invests the benefits back into its members and programs.
CBA thanks Jellis Craig Inner North for its longstanding support and looks forward to continuing the partnership through the next three years.