Cricket Australia (CA) and RISE Worldwide have joined forces in a significant four-year partnership, entrusting RISE with the management of Cricket Australia's sponsorship sales for virtual inventory in India. The collaboration is set to kick off from the upcoming 2023/24 season and extend through the 2026/27 season.
The duration of this partnership encompasses key cricket series, including India's tours of Australia in 2024/2025 and 2025/2026, the Ashes in 2025/2026, as well as the annual Big Bash League and select international matches throughout the partnership.
Stephanie Beltrame, Executive General Manager of Broadcast and Commercial at Cricket Australia, expressed the organisation's gratitude for the strong fanbase in India, emphasising the unparalleled rivalry showcased in events like the ICC World Cup and the World Test Championship Final. Beltrame highlighted the unmatched nature of the epic rivalry between India and Australia in the world of cricket.
This collaboration marks a continuation of the exclusive global agency partnership initiated during the 2020/21 season, wherein RISE became the sole agency for Cricket Australia, introducing a groundbreaking revenue stream and business model through virtual sponsorships.
Nikhil Bardia, Head of Sponsorship Sales and Talent at RISE Worldwide, expressed delight in partnering with Cricket Australia once again. He highlighted the innovative potential of virtual inventory, providing brands with a canvas to engage and communicate their logos and messages in a region-specific manner. Bardia sees this as an opportunity for Cricket Australia to build deeper relationships with like-minded brands in the Indian ecosystem. Recognising Australian cricket's global followership, Bardia believes that through RISE Worldwide's expertise, the partnership will yield significant benefits for both parties involved.