Cricket Australia's decision to skip Australia Day celebrations at a Brisbane test match is part of a growing list of companies ignoring the public holiday.
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It comes amid changing attitudes and perceptions for January 26 among some Australians.
The Federal Government, as well as major companies Atlassian, Canva and Telstra, is giving its 350,000 public servants flexibility to work on the public holiday, while retailers Kmart, Aldi and Woolworths have ditched Australia Day merchandise from stores.
Victoria and Queensland's 860,000 public servants have also been given the option to switch their public holiday.
PWC, KPMG and Deloitte are providing staff with flexibility over the public holiday.
Cricket Australia is taking a neutral approach to the public holiday which falls on day two of the men's test, with no fanfare planned for the day and 'Australia Day' absent from promotions.
A Cricket Australia spokesperson said it was aiming for a balance between playing cricket on the day and acknowledging January 26 as a "difficult day for many people, especially many Indigenous Australians".
Australian cricket captain Pat Cummins has backed the move and given his personal support to changing the date.
"I absolutely love Australia.... I think we should have an Australia Day but I think we can probably find a more appropriate day to celebrate it," he said.
The Australian Open is reportedly not holding any official Australia Day celebrations for a second year.
