Cricket Australia, the governing body for cricket in the country, has reappointed agency MKTG Sports + Entertainment to continue its role as the exclusive in-stadia media sales agent for the body.
The two-year partnership extension will see MKTG continue to manage in-stadia media sales for all Australian men’s international cricket fixtures.
MKTG will also continue to operate the in-stadia media infrastructure of Australia’s men’s and women’s Big Bash League (BBL) Twenty20 format cricket competitions.
The partnership between the two is one of the longest-running in Australian sport, with MKTG having partnered Cricket Australia for over 20 years.
The partnership’s announcement coincides with the onset of the summer cricket season in the country, with the BBL beginning earlier in December and the national men’s test team in the midst of a series against Pakistan.
Cricket Australia executive general manager for broadcasting and commercial Stephanie Beltrame stated: “Over the years, [MKTG has] been instrumental in enhancing the fan experience during our cricketing events, helping us grow the value of our commercial assets and their expertise in media infrastructure and content development continues to be invaluable."
MKTG managing director Matt Connell added: “This extension signifies the success of our past collaborations and opens new avenues for creative and innovative ventures. We look forward to further elevating the cricketing experience for fans across the nation."
Elsewhere, Australian cricket’s governing body has struck a partnership with the RISE Worldwide Indian sports and entertainment agency, which will see the firm exclusively manage Cricket Australia’s sponsorship sales for virtual inventory in India.
The deal, running until 2027, means RISE will sell sponsorship slots across Indian TV broadcasts of matches organized by Cricket Australia (home internationals, for instance).
These matches, for an Indian audience, will “feature assets customized to stakeholders in India [such as] virtual pitch mats and virtual sight screens with representation of relevant brands.”
An initial deal between RISE and Cricket Australia was struck in the 2020-21 season when the firm became a global agency partner for the cricket body.
RISE has said that in addition to managing this inventory, it will also assist Cricket Australia in growing its brand presence, building connections, and deepening engagement in India and with Indian fans and stakeholders.
Starting immediately, the partnership is set to encompass several marquee series including tours of Australia by India in both 2024-25 and 2025-26, as well as the next edition of the Ashes encounter between England and Australia, also in the 2025-26 season.
Nikhil Bardia, RISE Worldwide’s head of sponsorship sales and talent, has said: “Virtual inventory provides a canvas for brands to innovatively engage and communicate their brand logo and message to the target customer group, specific to each region. This allows Cricket Australia to partner with like-minded brands, as they develop a deeper relationship with the Indian ecosystem.”
Earlier in December, Cricket Australia expanded its existing tie-ups with Japanese car manufacturer Toyota, and tech firm HCL, in a pair of deals that cover both the men’s and women’s national cricket side and the BBL.
Toyota will serve as the national men’s team’s front-of-shirt partner, with its logo also set to appear on the sleeves of both the men’s and women’s playing shirts, while HCLTech will have its logo remain on the sleeve of the men’s playing shirts, and the men’s training apparel.