Cricket Australia Partners with Komo Technologies to Drive Fan Engagement and Data Strategy

Cricket Australia has partnered with Australian-developed audience engagement and data platform Komo Technologies.

The agreement spans international Test matches, One Day Internationals, Twenty20 fixtures, and the Big Bash leagues, deploying interactive tools that enable fans to participate through live predicting, voting, and game-day activations across in-venue screens, broadcasts, and digital ecosystems like CricketPlus.

The collaboration follows closely on the heels of Komo securing a similar partnership with the NBL Group, underlining the platform’s expanding footprint across elite Australian sport. By replacing static forms and surveys with active gamification, the technology is designed to capture consented, declared consumer data that enhances fan personalisation while delivering quantifiable commercial value and return on investment for corporate sponsors.

Cricket Australia’s senior manager of Martech and Capability, Annie Clare, emphasised the operational advantages of consolidating digital engagement into a single platform.

“Komo gives us one platform that works in venue, on broadcast and across our digital offerings such as CricketPlus so that we can offer fans experiences worth taking part in, understand more about what they respond to, and give our commercial partners real engagement to point to.”

Komo co-founder and CEO, Joel Steel noted that unlocking deep audience insights requires moving beyond passive reach to active participation.

“The audience is there, the reach is enormous.”

“What every major sport is now working out is how much it actually knows about its audience because knowing a fan makes it possible to drive greater personalised experiences as well as measurable ROI for the sponsors.

“Participation is the most reliable way to gather those insights and that’s the job we’re taking on with Cricket Australia.

“Give people something genuinely worth taking part in and they’ll tell you who they are, willingly.

“Fans take part, the sport gets to know them, and that turns into commercial value CA can grow,” Steel said.

Beyond software infrastructure, Komo’s specialist team will collaborate directly with Cricket Australia’s commercial group to design bespoke campaign strategies, streamline sponsor activations, and unlock new digital inventory for the open market.

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