Renewed partnerships and new brands reflect high interest in India’s cricket market, driving nearly 25% revenue growth.
RISE Worldwide and Cricket Australia, whose Indian sponsorship partnership spans multiple years, have sold out all virtual sponsorship inventory in advance for the second consecutive year. The upcoming cricket action features a high-octane series with ODI World Champions Australia taking on T20 World Champions India in three ODIs and five T20Is, followed by the BBL and The Ashes.
Key partners Hero, MakeMyTrip, and Groww have renewed their collaborations, while new brands including Skoda, SBI Life, Pidilite, Livpure, and CP Plus have signed up this season. Multiple other brands are reportedly in advanced discussions to join.
The expanded roster of sponsors has driven a nearly 25% increase in revenue over last season. Strong interest signals brand’s intent to explore innovative, targeted sponsorships that directly impact business outcomes. While the Australia vs India ODI and T20I series inventory is completely sold out, the Ashes and BBL have also seen significant interest, with only limited inventory remaining.
Richard Ostroff, head of broadcast and international growth, Cricket Australia, said, “Brands increasingly value the flexibility virtual inventory provides. Our partnership with RISE Worldwide has been highly successful, enabling collaboration with like-minded brands. Australian cricket consistently delivers world-class on-field action, and this summer promises the same excitement. Having sponsors aligned with this vision ensures a truly engaging experience for fans and brands alike.”
Nikhil Bardia, head of RISE Worldwide, added, “Our goal is to create partnerships that don’t just sponsor cricket-they enhance the viewing experience. Together with Cricket Australia, we are delivering meaningful associations that generate value for both the sport and its partners, leading the evolution of cricket sponsorships.”
Since the 2023/24 home season, Cricket Australia has engaged RISE Worldwide to exclusively manage virtual sponsorship sales in India, leveraging the agency’s extensive cricket sponsorship portfolio.
Virtual inventory assets include key positions such as behind the wicket pitch mats, mid-wicket pitch mats, and sight screens. Unlike physical branding, virtual assets allow brands to customise messaging for each game, rotate creatives across a series, and enjoy greater flexibility in campaign execution.
