Two Circles To Amplify Cricket Australia’s Growth

Cricket Australia (CA) has entered into a strategic partnership with Two Circles, a global leader in sports and entertainment marketing, aimed at enhancing its commercial strategy and fostering sustainable revenue growth while expanding cricket’s international presence.

This collaboration follows an impressive summer of cricket in Australia, which saw record attendance, viewership, and digital engagement across key events such as the NRMA Insurance Border-Gavaskar Trophy, the CommBank Women’s Ashes, the KFC Big Bash League (BBL), and the Weber Women’s Big Bash League (WBBL).

Under the guidance of Ed Sanders, Cricket Australia’s chief commercial officer, the partnership with Two Circles seeks to capitalise on emerging commercial opportunities both domestically and internationally, as well as in the digital landscape, which aims to secure the long-term commercial viability of Australian cricket, benefitting all facets of the game.

Commenting on the partnership, Sanders, said: “The past summer emphasised how much cricket means to fans across Australia, and we’re focused on harnessing this momentum and enriching our partnerships.”

With Two Circles’ expertise and dedicated team, we’re committed to unlocking new opportunities and working closely with them to drive the next phase of growth for Australian Cricket,” he said.

Two Circles Managing Director EMEA & APAC, Nick Robbins, added: “Cricket Australia has a tremendous opportunity to evolve its commercial approach and set a new standard for the sport.”

“Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed’s transformational vision.

“Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world leading brands closer to cricket fans,” Robbins said.

Two Circles has been a valuable partner for Cricket Australia since 2017, significantly contributing to the establishment and management of various key partnerships and this ongoing relationship is expected to play a crucial role in driving future growth and engagement initiatives.

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