The Australian Cricket Board (ACB) announced on Wednesday they are changing the name of the sport's controlling body to Cricket Australia to lift the game's national profile.

ACB chief executive James Sutherland said the board lacked a co-ordinated approach to branding at state and national level when competing against other sports and forms of entertainment.

The new name and logo are expected to be implemented for the Test and one-day international series against Bangladesh in Darwin and Cairns in July 2003, the ACB said in a statement.

"In developing this brand we are determined to ensure that the game can be enhanced for future generations. A contemporary branding structure will help us achieve this," Sutherland said.

The organisation had consulted with players, former Australia captains, state officials, sponsors and the media, the ACB said.