Aditya ChaudhuriWinners Alliance, the commercial branch of the Professional Tennis Players Association, a breakaway tennis union founded by Novak Djokovic, has signed an agreement with the Federation of International Cricketers’ Association (FICA).
Winners Alliance aims to help the professional cricketers “monetise their name image and likeness” and, to that end, will represent more than 500 men and women cricketers from across 13 countries. It will be developing a group licensing programme that will encompass video games, collectibles and trading cards among other categories.
FICA represents 13 countries, currently excluding India and Pakistan. In 2020, it took legal action against the International Cricket Council (ICC) for unauthorised exploitation of the players’ commercial rights.
Also read: Novak Djokovic: Endorsements | Investments | Charity Work
Eric Winston, President, Winners Alliance, said:
“We’re thrilled to team up with FICA to generate new, innovative commercial opportunities for cricketers worldwide. Cricket’s global popularity speaks for itself, and its prominence will only continue to grow. We’re excited for all the possibilities this new partnership presents, and we’re looking forward to driving untapped value to cricketers across the entire cricket ecosystem.“
Tom Moffat, Chief Executive, FICA, said:
“Winners Alliance is led by the best in the world, with a proven track record of running player-led group licensing programs. We’re excited to be working with the Winners team to spearhead our first global group licensing program on behalf of cricketers worldwide. We’re also excited about the multi-sport opportunities this partnership will bring and know that Winners Alliance will be a key part of helping us to protect and optimise value for players affiliated to FICA and the game.“
