MKTG to lead virtual ads, tech for 2025–26 Cricket Australia season

MKTG has renewed and expanded its long-running partnership with Cricket Australia, building on a collaboration that spans 24 years. The extended agreement will see MKTG manage virtual advertising in the UK and South Africa, enhance in-venue media for the Women’s International series, and introduce several innovations for the 2025–26 summer.

The new scope of work includes managing 123 days of cricket across 21 venues nationwide, from August 2025 to March 2026. MKTG will continue to lead Cricket Australia’s stadium media program, delivering brand integrations and live fan activations in-stadium and through broadcast.

This season, MKTG will roll out virtual sightscreens in select matches through a partnership with Broadcast Virtual. The technology offers creative flexibility for sponsors and aligns with the agency’s push for digital integration. Other developments include new integrated brand moments during matches and the deployment of innings timer technology in the WBBL, supporting consistency and control for match officials.

Michael da Costa-Alves, commercial general manager, MKTG Sports + Entertainment Australia: “We are excited to elevate our partnership with Cricket Australia in what will be the most eagerly anticipated summer in recent memory, 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. Our partnership spans 24 years now, and the team at MKTG take great pride in supporting the evolution of the sport and keeping it at the forefront of world cricket.”

The agency will also take on virtual advertising sales in South Africa and the UK, coinciding with the Ashes and South Africa white-ball series. This will allow localised brand exposure in two key cricket markets.

Additionally, MKTG is collaborating with Cricket Australia on the in-venue media program for the Women’s International series against India in January—highlighted as a key fixture in the Women’s cricket calendar.

Ed Sanders, chief commercial officer, Cricket Australia: “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. 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.”

www.mktg.com

www.cricket.com.au

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