Cricket Australia (CA), the country’s governing body for cricket, has announced a partnership with Two Circles, an international sports and entertainment marketing business.
The partnership is aimed at helping CA work towards “sustainable revenue growth and maximise cricket’s global reach.”
CA intends to drive its long-term commercial goals to benefit “all aspects of the game” after a record-breaking summer cricket season Down Under, which saw record figures in attendances, viewership, and digital engagement for the Border-Gavaskar Trophy, the CommBank Women’s Ashes, the KFC Big Bash League, and the Weber Women’s Big Bash League.
Ed Sanders, Chief Commercial Officer, Cricket Australia, commented:
“The past summer emphasised how much cricket means to fans across Australia, and we’re focused on harnessing this momentum and enriching our partnerships. With Two Circles’ expertise and dedicated team, we’re committed to unlocking new opportunities and working closely with them to drive the next phase of growth for Australian Cricket.“
Nick Robbins, Managing Director — EMEA and APAC, Two Circles, added:
“Cricket Australia has a tremendous opportunity to evolve its commercial approach and set a new standard for the sport. Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed’s transformational vision. Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world leading brands closer to cricket fans.“
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