Ed Sanders. Credit: Cricket Australia
Sports marketing agency MKTG has extended its in-stadia media partnership with Cricket Australia (CA), expanding a collaboration that now spans 24 years.
MKTG will take on virtual advertising rights for the UK and South African markets, while partnering with CA to develop the in-venue media program for women’s international cricket.
The agency will also deliver a range of innovations across the 2025/26 summer, including for both International matches and the BBL.
The expanded remit will see MKTG deliver a record 123 days of cricket across 21 venues nationally, between August 2025 and March 2026.
MKTG will continue to manage CA’s stadium media program, integrating brand partners in-stadium and via broadcast.
Commercial general manager, MKTG Sports + Entertainment Australia, Michael da Costa-Alves, said the MKTG takes great pride in its long term partnership with Cricket Australia.
“We are excited to elevate our partnership with Cricket Australia,” he said.
“From supporting them to unlock new revenue streams internationally, to helping realise the ambitions for the growth of Women’s cricket outlined in their recent Women and Girls Action plan.”
Chief commercial officer at Cricket Australia, Ed Sanders, said the partnership with MKTG is an important one for the organisation.
"We are delighted to extend our long-running partnership with MKTG, who will again play an important role in helping provide amazing experiences for fans in stadiums across Australia throughout an action-packed summer,” he said.
“We're particularly pleased MKTG shares our passion for innovation with initiatives such as virtual sightscreens and innings timer technology, helping us stay at the cutting edge of the game.
“MKTG also plays an important role in ensuring we provide the best possible exposure for our partners in Australia while helping us expand into important new markets."
New innovations for the season include virtual sightscreens, to be trialled at select matches in partnership with Broadcast Virtual, offering increased creative flexibility for commercial partners.
Dynamic integrated moments will allow brands to align with key game moments through in-stadium and broadcast activations.
MKTG has also developed web-based innings timer technology to support the WBBL’s new timing rules, aimed at improving consistency and usability for referees across venues.
MKTG will also manage international virtual advertising rights in South Africa and the UK, enabling local market integration during the August white-ball series and the Ashes.
Additionally, MKTG will support CA’s Women and Girls Action Plan through delivery of the in-venue media program for the marquee Women’s series against India in January.
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