IMG Reliance has won the global mandate to market Cricket Australia’s Virtual Inventory rights after winning a round of competitive bidding. As per the terms of this deal, the sports marketing firm under the umbrella of Reliance Industries will be the exclusive global agency that will represent CA to bring brands on board for the virtual inventory partnership, that features in the television coverage available to viewers outside of Australia, including the Indian subcontinent.
The firm will also be representing CA for the forthcoming Indian tour in December. The India tour of Australia will mark the commencement of the cricketing season in Australia after the long break forced due to the Coronavirus pandemic.
Stephanie Beltrame, executive general manager of broadcast and commerce at Cricket Australia, said, “The upcoming Dettol T20, Dettol ODI and Vodafone Test series’ between Australia and India is one of the most eagerly anticipated in world cricket this year. This unique new sponsorship opportunity will provide a powerful platform for brands to connect with a vast worldwide audience. We’re thrilled to be partnering with IMG Reliance, who have a proven track record in developing and selling cricket sponsorship opportunities, particularly in the sub-continent.”
Nikhil Bardia, head of sponsorship sales at IMG Reliance, said, “We are delighted at having been selected by Cricket Australia to market this marquee inventory for their home series properties. IMG Reliance shares CA’s vision for this powerful inventory, and we are confident of fulfilling the expectations through our new partnership.”
The Australian board plans to create the additional categories in the form of end of wicket pitch mats and mid-wicket pitch mats, creating more opportunities for brands to associate with the targeted audience for specific series.
Over the past four years, IMG Reliance has facilitated partnerships worth over Rs 350 crores, including Dream11’s title sponsorship of IPL and 36 other brand associations across eight franchises. Despite the global slowdown induced by the pandemic, IMG-Reliance has enhanced its sponsorship business portfolio significantly, building on its strong relationships with brands and rights holders.