Cricket Australia (CA) has partnered with international sports and entertainment marketing specialists Two Circles to amplify its commercial approach, drive the next phase of sustainable revenue growth and maximise cricket’s global reach.
The partnership comes after a historic summer of cricket in Australia featuring record-breaking attendances, viewership and digital engagement across the NRMA Insurance Border-Gavaskar Trophy, CommBank Women’s Ashes, KFC BBL and Weber WBBL.
Led by Cricket Australia’s chief commercial officer, Ed Sanders, and supported by Two Circles, the partnership will ensure CA is maximizing ever-increasing commercial opportunities domestically, around the world, and in the digital space.
This innovative focus will drive Australian Cricket’s long-term commercial approach for the benefit of all aspects of the game.
Two Circles has been associated with Cricket Australia since 2017, playing a key role in securing and delivering several partnerships.
Sanders said: “The past summer emphasised how much cricket means to fans across Australia, and we’re focused on harnessing this momentum and enriching our partnerships. With Two Circles’ expertise and dedicated team, we’re committed to unlocking new opportunities and working closely with them to drive the next phase of growth for Australian Cricket.”
As part of this transformation, Two Circles has strengthened its presence in Australia, appointing Rod Woodford as sales director to lead the relationship. Woodford brings extensive experience from his time with the AFL, to support CA’s commercial ambitions.
Nick Robbins, managing director EMEA & APAC at Two Circles, said: “Cricket Australia has a tremendous opportunity to evolve its commercial approach and set a new standard for the sport. Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed’s transformational vision. Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world leading brands closer to cricket fans.”
