02 Nov

IMG-Reliance, the joint venture between the IMG agency and Indian conglomerate Reliance Industries, has won the global mandate to market Cricket Australia’s ‘Virtual Inventory’ rights.

Cricket Australia is introducing a new concept for its international fixtures in the form of end-of-wicket pitch mats and mid-wicket pitch mats. Visible during live play, the governing body is optimistic the virtual advertising slots will open up new opportunities for brands to associate with the targeted audience for specific series.

Mumbai-based IMG-Reliance will be the exclusive global agency to bring on board brand partners for the virtual inventory that features in broadcast coverage available to viewers outside of Australia, including in the Indian subcontinent.

Stephanie Beltrame, executive general manager, broadcasting and commercial at Cricket Australia, said: “This unique new sponsorship opportunity will provide a powerful platform for brands to connect with a vast worldwide audience…We’re thrilled to be partnering with IMG Reliance who have a proven track record in developing and selling cricket sponsorship opportunities, particularly in the sub-continent.”

The agency believes the new promotion space will be among the most premium offerings available to brands in India this year for the forthcoming Indian tour in December, which includes 4 Tests, 3 ODI’s and 3 T20’s.

“We are delighted at having been selected by Cricket Australia to market this marquee inventory for their home series properties, IMG Reliance shares CA’s vision for this powerful inventory and we are confident of fulfilling the expectations through our new partnership,” said Nikhil Bardia, head of sponsorship sales, IMG Reliance.

IMG-Reliance recently claimed to have raised record revenue on the back of sponsorship and licensing deals for the Indian Premier League.

The standout deal for the firm was securing online fantasy sports platform Dream11’s title sponsorship of the IPL 2020, after Chinese mobile phone brand Vivo was suspended from the title role because of political tensions between China and India.

John Stephenson


#CA #IMG-Reliance #VirtualSponsorship

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