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port Marketing firm, IMG Reliance, has won the global mandate to market Cricket Australia’s ‘Virtual Inventory’ rights, after a competitive bid process recently concluded.

IMG-Reliance will be the exclusive global agency for Cricket Australia to bring on board brand partners for the virtual inventory that features in the television coverage available to viewers outside Australia, including the Indian subcontinent.

IMG Reliance now has a mandate to represent Cricket Australia for the upcoming Indian tour in December which includes four tests, three ODIs and three T20s.

Cricket Australia executive general manager, broadcasting and commercial, Stephanie Beltrame, said the new deal will see more opportunities for brands to connect.

“This unique new sponsorship opportunity will provide a powerful platform for brands to connect with a vast worldwide audience,” Beltrame said.

“We’re thrilled to be partnering with IMG Reliance which has a proven track record in developing and selling cricket sponsorship opportunities, particularly in the sub-continent,” she said.

IMG Reliance head of sponsorship sales, Nikhil Bardia, said he was excited to be able to work with Cricket Australia for the upcoming summer.

“We are delighted at having been selected by Cricket Australia to market this marquee inventory for their home series properties,” Bardia said.

“IMG Reliance shares CA’s vision for this powerful inventory and we are confident of fulfilling the expectations through our new partnership.

“Having become India’s largest sports marketing firm, this partnership is testament to IMG Reliance’s rising stature as a global sports firm,” he said.

IMG Reliance has emerged as a growing sports marketing firm over the past four years, exclusively representing marquee brands, including Dream11, BKT Tyres, BoAt and Jio.

For IPL 2020 alone, IMG Reliance has facilitated partnerships worth over Rs 350 crore, including Dream11’s title sponsorship of IPL and 36 other brand associations across eight franchises.

IMG-Reliance also exclusively represents six cricket talents — Rohit Sharma, Jasprit Bumrah, Shreyas Iyer, Shikhar Dhawan and the Pandya brothers Krunal and Hardik.