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[Saba Sports News] Cricket Australia (CA) and RISE Worldwide have entered into a four-year partnership, granting RISE the exclusive rights to manage CA’s virtual sponsorship sales in India. This agreement, starting from the 2023/24 season and extending to the 2026/27 season, was detailed in a Cricket Australia release.
The partnership spans several high-profile cricket series, including India’s tours of Australia in 2024/2025 and 2025/2026, the Ashes series in 2025/2026, and the annual Big Bash League, along with other international matches.
RISE first became CA’s exclusive global agency during the 2020/21 season, initiating a new revenue stream and business model for CA through virtual sponsorships. Stephanie Beltrame, Cricket Australia’s Executive General Manager of Broadcast & Commercial, highlighted the strong fan base for Australian Cricket in India. She emphasized the significance of the India-Australia cricket rivalry and expressed enthusiasm for the upcoming tours by both Indian men’s and women’s teams. Beltrame anticipates that the partnership with RISE Worldwide will provide unique, high-value sponsorship opportunities for Indian brands.
Nikhil Bardia, Head of Sponsorship Sales and Talent at RISE Worldwide, shared the excitement about this renewed partnership with CA. He noted that virtual inventory offers brands innovative ways to engage with their target audiences, particularly in different regions. This partnership aims to deepen Australian cricket’s connection with the Indian ecosystem and expand CA’s global followership.
The broadcast of these matches in India will feature virtual pitch mats and sight screens tailored to Indian stakeholders, showcasing relevant brands. Beyond managing virtual inventory, RISE will also assist CA in growing its brand presence and fostering deeper engagement with Indian fans and stakeholders.