Cricket Australia (CA) and RISE Worldwide have joined forces in a four-year partnership aimed at exclusively managing CA’s sponsorship sales for virtual inventory in Bharat. Set to kick off from the 2023/24 season and extend through the 2026/27 season, the collaboration covers major series such as India’s tour of Australia, the Ashes, and the annual Big Bash League.
The partnership, which initially took shape during the 2020/21 season, saw RISE becoming the exclusive global agency for CA, marking a transformative move that opened up new revenue streams and business models through virtual sponsorships.
Stephanie Beltrame, Executive General Manager of Broadcast & Commercial at Cricket Australia, expressed enthusiasm, emphasizing the substantial fan base in Bharat and the unparalleled rivalry witnessed in cricket events like the ICC World Cup and World Test Championship Final.
Nikhil Bardia, Head of Sponsorship Sales and Talent at RISE Worldwide, shared his excitement about the collaboration, highlighting the potential of virtual inventory to creatively engage audiences and communicate brand messages. The partnership aims to provide targeted and premium sponsorship opportunities for Indian brands during significant cricket events.
The focus will be on customized assets for the Indian audience, including virtual pitch mats and sight screens featuring relevant brands. RISE Worldwide not only manages the virtual inventory but also plays a crucial role in helping Cricket Australia enhance its brand presence, fostering deeper connections and engagement with Indian fans and stakeholders.
As both cricket organizations look ahead to future tours and marquee series, the collaboration with RISE Worldwide promises to unlock more value for Cricket Australia, tapping into the vast global followership of Australian cricket.
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