The Crunch is Calling - and the Melbourne Stars have answered, with Old El Paso™ joining the club as a new Platinum Partner and Official World Food Partner.
The multi-year partnership will see Old El Paso™ support the Stars' BBL and WBBL teams from the 2026/27 season, with the iconic brand featuring across the club's match days, team apparel and community activations.
This partnership announcement coincides with the launch of the new Old El Paso™ campaign, 'The Crunch is Calling'.
Together, the partnership will bring even more vibrancy, flavour and family fun to the summer of cricket, bringing the Mexican inspired crunch to the moments that matter, from big sixes and game-changing wickets, to tacos and nachos shared in the stands, at home or around the dinner table.
“We’re really excited to be welcoming Old El Paso™ to the Melbourne Stars family," Melbourne Stars General Manager, James Rosengarten, said.
“Old El Paso™ is a brand that knows how to bring colour, flavour and fun to family occasions, and 'The Crunch is Calling' is a natural fit with the noise, energy and excitement of Stars match days.
“We’re looking forward to working together to deliver great experiences for our fans across the MCG, Junction Oval, community events and our digital channels.”
Marketing Director for General Mills ANZ, Surini Perera, is equally excited to see the partnership come to life.
“At Old El Paso™, we're all about bringing people together through food, fun and shared experiences,” Perera said.
“'The Crunch is Calling' celebrates those irresistible moments that bring people together - from a huge six or a game-changing wicket to the crunch of a taco shared with family and friends over a mexican inspired meal.
“Cricket has such a special place in Australian summers, and we're excited to partner with the Melbourne Stars to create more memorable moments for fans and families across the BBL and WBBL seasons.”
Fans will see the new call to all Mexican fans, 'The Crunch is Calling', come to life through match-day engagement, digital content, community initiatives and the annual Family Day, creating new ways for Stars members and families to connect with the club.
About General Mills:
General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso™, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.
In Australia, General Mills brands include Old El Paso™ Mexican food, Latina™ Fresh pasta and sauce, 25° South™ fresh pasta, Nature Valley™ and Fibre One™ snack bars, Betty Crocker™ cake mix and frostings, Haagen-Dazs™ ice cream and Gushers™ fruit snacks.