Post a competitive bid process wound up recently, the joint venture IMG Reliance has been announced as the winner of the global mandate to market Cricket Australia’s ‘Virtual Inventory’ rights. The virtual inventory will be featured in the television coverage available to viewers outside of Australia, including the Indian subcontinent and IMG- Reliance is supposed to be the exclusive global agency for Cricket Australia to bring on board brand partners.
For the upcoming Indian tour in December, IMG Reliance now have the mandate of representing Cricket Australia. This will consist of 3 ODI’s, 3 T20’s and 4 Tests. After the long break forced because to the pandemic, this India tour of Australia will mark the beginning of the cricketing season in Australia.
Stephanie Beltrame, Executive General Manager, Broadcasting & Commercial at Cricket Australia said “The upcoming Dettol T20, Dettol ODI and Vodafone Test series’ between Australia and India is one of the most eagerly anticipated in world cricket this year. 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.”
Says Nikhil Bardia, Head of Sponsorship Sales, IMG Reliance, “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.”
“Having become India’s largest sports marketing firm, this partnership is testament to IMG Reliance’s rising stature as a global sports firm,” adds Nikhil Bardia.
The new idea for Cricket Australia’s international fixtures starting this year will be introduced for the very first time. The Australian boards’ chalks out to generate the additional categories in form of end of wicket pitch mats and mid-wicket pitch mats extends the opportunities for brands to connect with the targeted spectators for specific series. This will be amongst the most premium offerings made available to the brands in India this year as they will be visible during live play and accessible only to select brands.
For the past four years, IMG-Reliance has appeared as India’s single largest sports marketing firm. It has exclusively represented marquee brands comprising Jio, BoAt, Dream11 and BKT Tyres. For IPL 2020, IMG Reliance has facilitated partnerships worth over INR 350 crores, consisting Dream11’s title sponsorship of IPL and 36 other brand associations across eight franchises. IMG-Reliance has enhanced its sponsorship business portfolio significantly inspite of the global slowdown that occurred due to the pandemic. It has built a strong relationship with its brand partners and rights holders, and is focussed on building long term value.
Additionally, Jasprit Bumrah , Shikhar Dhawan, Rohit Sharma, Shreyas Iyer and Krunal and Hardik Pandya will also be exclusively represented by IMG Reliance.