Cricket Australia inks RISE Worldwide deal

Cricket Australia (CA) has signed a four-year partnership agreement with RISE Worldwide, Reliance’s sports and business brand.

The deal, kicking off with the ongoing 2023/24 Australian summer season of cricket, will see RISE Worldwide exclusively handle CA’s sponsorship sales for virtual inventory in India. 

Over the course of the partnership, the following series will be covered:

• India’s tour of Australia in 2024/25 and 2025/26

• The Ashes in 2025/26

• The annual Big Bash League (BBL) seasons and other select international matches

During the aforementioned matches, assets curated for the stakeholders such as pitch mats and virtual sight screens with representation of relevant brands will be featured during Indian broadcasts. RISE will also work with CA to grow its brand presence and build engagement with the Indian audience and stakeholders.

Stephanie Beltrame, Executive General Manager, Broadcast & Commercial, Cricket Australia, commented:

“Australian Cricket is blessed that we have so many fans in India. And as the recent ICC World Cup and World Test Championship Final demonstrated, the epic rivalry between India and Australia is unmatched in World Cricket. 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 have a proven track-record and demonstrated ability to deliver value to brands looking to reach a mass audience in India.“

Nikhil Bardia, Head of Sponsorship Sales and Talent, RISE Worldwide, added:

“We are thrilled to partner with Cricket Australia again. Virtual inventory provides a canvas for brands to innovatively engage and communicate their brand logo & messaging to the target customer group, specific to each region. This provides an opportunity for Cricket Australia to partner with like minded brands, as they develop a deeper relationship with the Indian ecosystem. Australian cricket has a vast followership across the globe and through our experience at RISE Worldwide, we hope to unlock more value for Cricket Australia.“