How Pat Cummins’ love of alcohol and soft drink rival hipsters could land him offside with one of Cricket Australia’s major sponsors
Pat Cummins is the new face of kombucha maker Nexba, a deal known to be a big fan of the trendy beverage that creates a potential clash with rival sponsors.
Australian cricket captain Pat Cummins has been announced as the face of kombucha producer Nexbar, which could get under the skin of one of Cricket Australia’s major sponsors.
Cummins, 30, isn’t shy about guzzling Nexbar’s hipster brew, and unlike many other Aussie cricket greats such as the late Shane Warne or batsman David Boon – who reached for a beer as soon as he was in the dressing room – the right hand quickly quenched his thirst with a fermented dessert. Prefers black or green tea.
The skipper was spotted enjoying the hipster drink during the Ashes series at home in 2021 – but complicating matters is that Cummins has also become Gatorade’s brand ambassador.
Owned by PepsiCo, the US sports drink brand partners with Cricket Australia and often uses clean-cut Cummins for its marketing.
Australian cricket captain Pat Cummins is the new face of Nexbar, maker of hipster brew kombucha.
Cummins, 30, was happy to be a brand ambassador as he wants to promote a healthy lifestyle – but complicating matters is that Gatorade is Cricket Australia’s main sponsor.
After extending their contract with CA to October 2021, Cummins was happy to drink the famous sports drink.
‘We all put in an incredible amount of hard work behind the scenes to perform at our peak, and Gatorade is an integral part before, during and after the match,’ the captain said at the time.
“I am very excited to be a part of the Gatorade family and can’t wait to help drive the grassroots cricket initiative.”
But according to the Sydney Morning Herald, Cummins’ new deal with Nexba probably won’t thrill PepsiCo executives.
As his Aussie team chases victory in the Ashes, the pacer says he is happy to be associated with an organization like Nexba that promotes a healthy lifestyle.
‘Health and fitness have always been an important part of my life,’ says Cummins.
The late Shane Warne (pictured) enjoys a swig from a champagne bottle after being booed by England fans at Old Trafford during an Ashes tour in the 1990s
Australian pacer Dennis Lillee was pictured drinking during his playing days in what has become an iconic image – but Cummins prefers to quench his thirst in a very different way.
‘Partnering with Nexba and Goodness Group Global allows me to expand on that passion and make a real impact on people’s lives by promoting healthy alternatives to sugary and artificially sweetened beverages.’
The drinks deal is another example of Cummins defying the moves traditionally expected of an Australian cricket captain which has seen him labeled a ‘wick’.
He ignited a storm of controversy last year when he effectively forced Cricket Australia to end its $40 million sponsorship with energy provider Alinta, to which he had ‘moral objections’.
Both Cricket Australia and the captain have vehemently denied this, but that hasn’t stopped fans, former greats, pundits and even politicians accusing him of double standards because he drives a carbon-guzzling Range Rover, flies first class. World and has a partnership with a Chinese solar energy company, Longyi, which is involved in slave labor.
In January this year Cummins said he would share beliefs that he was ‘passionate’ and felt he could ‘make a difference with it’, before dismissing the claims and comparing himself to the Apple founder.
‘I’m absolutely not doing anything to please everybody,’ he said.
‘Steve Jobs said he would sell ice cream if he wanted to go.’