Firmus Technologies has added Cricket Tasmania to its growing list of Tasmanian sporting sponsorships, with the deal revealed at the Tasmanian Tigers season launch tonight.
The AI infrastructure company has been on a signing spree across the state’s major teams.
It is not yet clear how far the Cricket Tasmania partnership extends, with CEO Dominic Baker expected to front media on Tuesday to outline the details.
The deal follows a string of announcements last week, with Firmus signing on as principal community partner of the Tasmania JackJumpers and Tasmania Jewels and as a foundation major partner of the Tasmania Devils in a six-year deal.
The rapid run of sponsorships has drawn criticism, with some questioning whether the deals are primarily aimed at improving the company’s public image while its major projects remain under development.
The JackJumpers and Jewels partnership is funding community programs, equipment upgrades and hundreds of free tickets for kids to attend Jewels games.
JackJumpers and Jewels CEO Trent Jacobs said their deal was built on a shared commitment to Tasmania.
“Firmus shares our commitment to investing in Tasmanians and together we will increase the positive impact of sport on our communities with this partnership,” Jacobs said.
The Devils deal will see Firmus branding appear on coaching uniforms and playing shorts across the club’s AFL, AFLW, VFL and VFLW teams.
Devils chief executive Brendon Gale called the six-year commitment significant given the club will not enter the AFL and AFLW until 2028.
Firmus co-founder and co-CEO Oliver Curtis said backing the Devils “felt like a natural fit”.
“Tasmania gave us our start, so backing a new Tasmanian initiative that’s going to go national, just like us, felt like a natural fit,” he said.
Firmus was founded in Launceston in 2019 and builds data centre infrastructure that powers AI systems.
It is pursuing three data centre projects in northern Tasmania, including at Bell Bay where hundreds of submissions and a petition carrying more than 5,000 signatures were lodged in opposition.
