Rise Worldwide inks four-year deal with Cricket Australia

Rise Worldwide, a subsidiary of Reliance Industries, has signed a four-year agreement with Cricket Australia to oversee the latter's sponsorship sales for virtual inventory in India. The partnership, which will last until the 2026–27 season, will cover key events like India's tours of Australia in 2024–2025 and 2025–2026, the Ashes in 2025–2026, the annual Big Bash League, and other select international matches.

Some of the assets that will be monetised by the agency include virtual pitch mats and virtual sight screens.

"Virtual sponsorship is one of the most futuristic tools for brands to connect with customers, and it promises to grow exponentially with the evolution of technology. Previously, this was restricted to mats on the ground, but now with more LED-based inventory available, the slots will increase; for example, now we have the sightscreen too, as opposed to, say, only a mid-wicket or behind-the-wicket mat," said Nikhil Bardia, Head of Sponsorship Sales and Talent, Rise Worldwide.


"Technology is evolving and getting more sophisticated, which is going to allow brands to develop in a better way and become a lot more holistic. Once used creatively, it also enables brands and Cricket Australia to take advantage of this very relevant and region-specific opportunity. It could allow them to grow beyond a lot more fan engagement exercise as opposed to only as a branding opportunity.”

Stephanie Beltrame, Executive General Manager, Broadcast & Commercial, Cricket Australia, said, "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 has a proven track record and demonstrated ability to deliver value to brands looking to reach a mass audience in India.”