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Time of India
07-05-2025
- Business
- Time of India
Cricket's commercial landscape evolves as virtual inventory gains momentum
Virtual inventory technology is transforming cricket advertising, with Cricket Australia and the ECB partnering with Rise Worldwide to offer digitally inserted brand elements during live broadcasts to target Indian audiences. This approach provides a less cluttered space for brands like BKT and Hero MotoCorp, allowing focused engagement and reducing reliance on traditional sponsorships. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Virtual inventory technology is slowly transforming how brands engage with cricket audiences, say industry executives. Cricket Australia and the England and Wales Cricket Board (ECB) have partnered with India's Rise Worldwide to offer virtual inventory to Indian brands, with other boards likely to follow based on their commercial in India by Rise in 2021, virtual inventory sits between on-ground advertising and broadcast sponsorship, with brand elements digitally inserted during live broadcasts . The technology is provided by Australia-based Broadcast Worldwide has sold virtual inventory to brands such as BKT, Hero MotoCorp , EPCO, and MakeMyTrip for the India vs England Test series scheduled for June and July. Another deal is expected to be finalised ahead of the series with one slot out of the six up for the past, Indian brands had limited ways to reach home audiences during India's tours to England—mostly through kit sponsorships or LED boards. These often resulted in wasted visibility, as they were seen by global audiences, said ECB chief commercial officer Tony Singh.'We also have sponsors in the UK looking to enter other markets, and this provides a way to do that. It's incremental and supplementary,' Singh Worldwide's head, Nikhil Bardia, said virtual inventory allows brands to engage with viewers in a more focused way. 'It offers a less cluttered space within live content, especially given the interest in the tournament and the participating brands,' he year, the ECB is considering adding promotional content and direct fan messaging to its inventory.'Our goal is to develop a long-term, strategic relationship with Indian fans. We're taking a more sustainable approach, rather than chasing short-term revenue in ways that may not benefit the fan experience,' Singh are using several measures to evaluate the impact of virtual inventory, including content association, screen visibility, and marketing outcomes such as awareness and customer noted that this technology has already reduced the demand for physical sponsorships from Indian brands focused on local Indian viewers. "But there are some Indian brands for whom the local cricket market is a natural ingredient to their core business," he said, citing the example of ECB and Rise plan to expand the use of virtual inventory gradually, with a focus on maintaining a good viewing experience. Currently, the placements are limited to areas like behind the wickets, and potential expansions are reviewed from time to virtual inventory could be extended to women's cricket amid rising interest in the format, and may also be considered for tournaments like The Hundred. The two are working to strengthen relationships with brands in the Indian market by offering both virtual and pure digital inventory, along with player IP and access.
BBC News
02-05-2025
- Sport
- BBC News
BBC and ECB agree new four-year rights deal
The BBC have agreed a rights deal with the England and Wales Cricket Board (ECB) which includes England men's and women's international highlights and live coverage of The Hundred for the next four years. There will be highlights of all red and white ball internationals across television, iPlayer and the BBC Sport website, with digital clips also included in the deal. Live coverage of the The Hundred men's and women's tournaments will also remain on BBC Sport each year, covering eight double-headers each season, including the opening matches and the finals across TV and iPlayer. This will see more live women's games screened on the BBC than there will be no live international matches - two men's and women's T20s were included in the preceding home summer begins with the women's white-ball series against West Indies on 21 May, before the one-off men's Test against Zimbabwe starts the following day. A women's white-ball series against India follows later in the summer, while the men play five Tests against the same opponents. The deal spans from 2025-2028 and also includes both home Ashes series in 2027. This adds to the BBC's ongoing audio deal with the ECB, with Test Match Special being broadcast until at least 2028, along with the new four-year contract to broadcast men's and women's county cricket."We're delighted to be extending our partnership, guaranteeing another four years of live cricket on BBC TV," said ECB Chief Commercial Officer Tony Singh."With our shared passion for growing women's sport, it's exciting that the BBC will be showing even more live women's games in The Hundred each year, while viewers will continue to have free access to highlights of England Men's and Women's home matches during what promises to be an exciting period for cricket in this country."Alex Kay-Jelski, Director of BBC Sport, added: "Cricket isn't just a game of numbers, it's a game of stories. "From unforgettable Ashes battles to exhilarating last-ball victories in The Hundred, this renewed partnership ensures BBC Sport will continue to bring the drama, emotion and timeless moments of cricket to life for fans across the UK."
