Weet-Bix Shield?

In keeping with their breakfast theme for domestic competition sponsorship, Cricket Australia have announced the new sponsor of the Australian Domestic 4-Day Competition will be Weet-Bix. Unfortunately the news is that they will be calling it "The Sheffield Shield", a sad departure from the name steeped in almost a decades worth of tradition, The Pura Cup.
The Pura Cup, which many of us grew up with since 1999 has been put to one side and will now assume some meaningless name without the proud commercial brand name attached to it.
It is a sad day for Commonwealth Bank Presents Australian Cricket, brought to you by Travelex.