Cricket Australia (CA) is reportedly seeking for a new sponsor and there may be a parallel auction for digital media rights including live streaming of games.

The value of any new sponsorship deal could be more than Au$ 40M over a three-year period, this is the first time the with property has been on the open market for more than a decade.

CA GM of Cricket Marketing Services and head of the sponsor search Michael McKenna said that "sponsorship terms had grown from just branding to digital media rights," including live streaming of games and apps such as the Viewers Verdict audience voting system.

"The sport also needs a major partner that will match the value of the deal with its own marketing budget." McKenna also said cricket "relied on the halo effect of such advertising to help promote the sport. We are looking also for a sponsor that has a budget big enough to leverage the sponsorship."