IMG Reliance wins global mandate to market Cricket Australia's 'Virtual Inventory' rights

Sports marketing firm under the umbrella of Reliance Industries, IMG Reliance — a joint venture, has won the global mandate to market Cricket Australia’s ‘Virtual Inventory’ rights, after a competitive bid process concluded recently.

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

IMG Reliance now has the mandate of representing Cricket Australia for the forthcoming Indian tour in December, which includes four Tests, three ODIs and three T20s. The India tour of Australia, scheduled later this year, will mark the commencement of cricketing season in Australia after the long break forced due to the pandemic.

Stephanie Beltrame, Executive General Manager, Broadcasting and 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 which has a proven track record in developing and selling cricket sponsorship opportunities, particularly in the sub-continent.”

Nikhil Bardia, Head of Sponsorship Sales, IMG Reliance, said, “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,” Bardia said.

Cricket Australia, for the first time, will introduce the new concept for its international fixtures starting 2020. The Australian board’s plans to create the additional categories in form of end-of-wicket pitch mats and mid-wicket pitch mats opens up opportunities for brands to associate with the targeted audience for specific series. Visible during live play and accessible only to select brands, this will be among the most premium offerings available to brands in India this year.

IMG Reliance has emerged as a growing sports marketing firm over the past four years, exclusively representing marquee brands, including Dream11, BKT Tyres, BoAt and Jio. For IPL 2020 alone, IMG Reliance has facilitated partnerships worth over Rs 350 crore, including Dream11’s title sponsorship of IPL and 36 other brand associations across eight franchises.

In addition, IMG-Reliance exclusively represents six cricket talents — Rohit Sharma, Jasprit Bumrah, Shreyas Iyer, Shikhar Dhawan and the Pandya brothers Krunal and Hardik.

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