Cricket Australia and RISE Worldwide forge multi-year partnership

As per the pact, RISE Worldwide will be exclusively helming Cricket Australia's sponsorship sales for virtual inventory in India.

Cricket Australia (CA) and RISE Worldwide have forged a four-year partnership, starting from the 2023/24 season till the 2026/27 season.

As per the pact, the Reliance Industries-backed entity will be exclusively helming Cricket Australia’s sponsorship sales for virtual inventory in India.

The newly unveiled association will consist of India’s tour of Australia 2024/2025 and 2025/2026, Ashes 2025/2026 and the annual Big Bash League and other select International matches.

Speaking about the partnership, Stephanie Beltrame, Executive General Manager, Broadcast & Commercial, Cricket Australia, said, “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.

“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.”    

Commenting on the same, Nikhil Bardia, Head of Sponsorship Sales and Talent, RISE Worldwide, said, “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.”

The fixtures aired in India will be equipped with assets customized to stakeholders in India like virtual pitch mats & and virtual sight screens with representation of relevant brands. Apart from managing the virtual inventory, RISE will also assist Cricket Australia in enhancing its brand presence and engagement with Indian fans and stakeholders.

Before this association, RISE and CA partnered in the 2020/21 season where the former initiated a new revenue stream and business model for CA with virtual sponsorships as the latter’s exclusive global agency.

Earlier this year, RISE also announced its pact with the Indian Supercross Racing League (ISRL) and the emerging Mumbai Indians (MI) and India batter, Tilak Varma.

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