Cricket Australia and RISE Worldwide strike deal for exclusive virtual sponsorship sales in India
Cricket Australia (CA) and RISE Worldwide have sealed a four-year collaboration, spanning from the 2023/24 season to the 2026/27 season.
Under this partnership, the Reliance Industries-backed entity will exclusively manage Cricket Australia’s sponsorship sales for virtual inventory in India. It will encompass key events, including India’s tour of Australia in 2024/2025, the Ashes series in 2025/2026 and the Big Bash League, along with select international matches.
“Australian Cricket is blessed that we have so many fans in India. And as the recent ICC World Cup and World Test Championship Final demonstrated, the epic rivalry between India and Australia is unmatched in World Cricket,” stated Stephanie Beltrame, Executive General Manager, Broadcast & Commercial, Cricket Australia.
“As we look forward to tours of Australia by both the India Men’s and Women’s Teams’ in season 24/25 and beyond, we are excited to partner with RISE Worldwide to offer targeted, customised and premium sponsorship opportunities for Indian brands. RISE Worldwide have a proven track-record and demonstrated ability to deliver value to brands looking to reach a mass audience in India.”
Nikhil Bardia, Head of Sponsorship Sales and Talent at RISE Worldwide, added, “We are thrilled to partner with Cricket Australia again. Virtual inventory provides a canvas for brands to innovatively engage and communicate their brand logo & messaging to the target customer group, specific to each region. This provides an opportunity for Cricket Australia to partner with like-minded brands, as they develop a deeper relationship with the Indian ecosystem. Australian cricket has a vast followership across the globe and through our experience at RISE Worldwide, we hope to unlock more value for Cricket Australia.”
RISE Worldwide will customise assets for fixtures aired in India, including virtual pitch mats and virtual sight screens featuring relevant brands. Beyond managing virtual inventory, RISE will collaborate with Cricket Australia to enhance its brand presence and engagement with Indian fans and stakeholders.
This partnership builds on the success of the previous collaboration between RISE and CA during the 2020/21 season, where RISE pioneered a new revenue stream and business model for CA through virtual sponsorships.
In addition to this venture, RISE Worldwide has expanded its footprint by forming alliances with the Indian Supercross Racing League (ISRL) and emerging cricket talent Tilak Varma of the Mumbai Indians (MI) and Team India.
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