SEIKO has strengthened its presence in Australian sport after entering into a partnership with the Brisbane Heat, becoming the naming partner of the franchise’s popular Celebrity First Ball activation.
Under the agreement, the initiative will be branded as the SEIKO Celebrity First Ball and will take place ahead of every Brisbane Heat home fixture in Brisbane. The partnership provides SEIKO with a recurring match-day platform that combines cricket, entertainment and celebrity engagement while extending the watchmaker’s association with sporting performance and precision.
The Celebrity First Ball was introduced by the Brisbane Heat in 2023 and has developed into a distinctive part of the club’s match-day experience. The activation invites high-profile personalities to deliver the ceremonial first ball before Heat home matches, with previous participants including Australian musician Amy Shark, television personality Dr Chris Brown and tennis player Frances Tiafoe.
Brisbane Heat General Manager – Marketing and Commercial, Pete Lock, said, “We’re thrilled to have a global brand of the stature and standing of SEIKO join the Brisbane Heat. Heat are driven by the same line of thinking. Since starting out in 2023 with Amy Shark gamely stepping up to bowl the first ball of the season, the Heat have been blown away by the sense of excitement that accompanies this aspect of our pre-game as it has gone from strength to strength.
“We have been thrilled by the willingness of those individuals we have approached to take part in the Celebrity First Ball in the past and are very excited about having SEIKO join with us to deliver another exquisite element of the Heat’s game day experience this summer.”
Head of SEIKO, Brett Neill, added, “We’re incredibly excited to begin our partnership with the Brisbane Heat and to align SEIKO with a club that has enjoyed such strong success both on and off the field. SEIKO has a long and proud history of partnering with sport in Australia and around the world, and we look to work with organisations that share our commitment to performance, innovation and creating meaningful connections with their fans. The SEIKO Celebrity First Ball is a fun and distinctive way to help bring the partnership to life on game day, and we’re looking forward to seeing the personalities who take on the challenge throughout the summer.”
The agreement represents a strategic approach to sports sponsorship for SEIKO, allowing the brand to take ownership of a recognisable piece of the Brisbane Heat’s match-day entertainment rather than relying solely on conventional advertising and signage. The recurring nature of the activation also provides opportunities for the brand to work with different celebrities and generate additional social and earned-media exposure throughout the season.
For the Brisbane Heat, the partnership adds another commercial layer to an established fan-engagement property while strengthening its portfolio of corporate partners.
The deal further expands SEIKO’s involvement in Australian sport and underlines the growing importance of experiential activations that connect brands directly with fans and memorable sporting moments.