RISE Worldwide Ltd. and Cricket Australia (CA), who have had a long-standing sponsorship collaboration in India, have sold out all inventory for virtual sponsorship in advance for the second consecutive year. This shows brand partners’ strong interest in cricket action that involves high-octane white ball cricket, with ODI World Champions Australia taking on T20 World Champions India in three ODIs and five T20Is, followed by the BBL and The Ashes.
Hero, MakeMyTrip, and Groww have retained their partnership from last season, and category-leading brands like Skoda, SBI Life, Pidilite, Livpure, and CP Plus have signed on as new partners this season, with many more in talks. The rise in branding has also had a good influence on income, with a nearly 25% increase over the previous season, with exponentially increased interest from businesses expressing their determination to explore novel kinds of targeted sponsorships to achieve direct business impact. The inventory for the Australia vs India ODI and T20I series has been completely sold out in advance, while the Ashes and BBL are also witnessing great demand, with limited inventory remaining.
Cricket Australia’s Richard Ostroff, Head of Broadcast & International Growth, Cricket Australia, said, “Brands are increasingly valuing the flexibility that virtual inventory offers and our partnership with RISE Worldwide has been hugely successful with us getting to partner with like-minded brands. Cricket in Australia has always been up there with the best in terms of on-field action and we expect the same over the summer of cricket. To have sponsors who also align with this thinking is great and the cricket that follows will be one to truly enjoy.”
Nikhil Bardia, Head, RISE Worldwide, said, “The goal is always to look at how we are adding value to Cricket Australia and the partners that we are bringing on board to create lasting impressions. We are excited to be shaping partnerships that don’t just sponsor – but elevate the viewing experience. Together, with Cricket Australia we have built a meaningful association that drives value for both Australian cricket and its partners, and to be at the crux of leading the evolution of cricket partnerships.”
Cricket Australia appointed RISE Worldwide to manage its enormous cricket sponsorship portfolio, with the goal of driving sponsorship sales for virtual inventory in India beginning with the 2023-2024 home season. RISE Worldwide has been the ideal partner for brands, cricket boards, and rights holders seeking to optimise the value of their physical and virtual inventory in the Indian market.
Virtual inventory assets are visible from three crucial positions: behind the wicket pitch mats, mid-wicket pitch mats, and the sight screen. The benefits of virtual assets include the ability to customise brand messages in each game and provide businesses with a great deal of freedom in displaying numerous creatives in a series, as opposed to actual mats that are painted/carpets and cannot be modified.
The viewership for cricket played in Australia is rising year after year, owing to the ideal timing for cricket fans to tune in and the extremely competitive cricket played during the summer season. The Summer of Cricket will see the return of some of the game’s greats to the pitch in Tests, ODIs and T20s. Watching cricket in Australia at the end of the year has become an annual tradition for India’s avid cricket fans, and with tours from India and England, as well as a BBL season, the excitement continues to grow.
