Cricket Australia Hire Initiative Futures to Optimize Sponsorships

By Community | August 28, 2012

Cricket Australia (CA) has announced yesterday a ground-breaking relationship with Initiative Futures that will provide a significant boost to cricket through effective use of sport research and optimisation of sponsorships. 

The relationship will include Cricket Australia, State Associations and KFC T20 Big Bash League teams and will generate deeper insights and recommendations to Australian cricket and enhanced value to its commercial partners.

The relationship will see Cricket Australia working with Initiative’s sports and entertainment consultancy division which is part of the IPG Mediabrands group.

The consultancy has an international client base that includes the International Cricket Council, the England and Wales Cricket Board and a leading English Premier League football club.

CA Head of Commercial Marketing, Luke Bould, said: “Initiative Futures is at the cutting edge of sports sponsorship measurement and this relationship will provide cricket with market leading insights, knowledge and opportunities not currently available to other sports in Australia.

“We’ve gone outside of the traditional models to find an innovative solution that will not only allow Australian cricket to more accurately measure the value of its commercial assets but also provide an optimal return on our commercial partners’ investment in the game.”

“Initiative Futures’ unique technology and digital measurement, combined with its near live reporting tools, will allow Australian cricket to be more agile to deliver a competitive advantage over other sports in this country.”

Kevin Alavy, Managing Director, Initiative Futures, said: “We are absolutely delighted to launch Initiative’s sports research consultancy in Australia with such a prestigious and important sporting body as Cricket Australia. We have shared values in striving for excellence and believe that cricket in Australia will really benefit from investment in our advanced approaches to measurement and analytics and from our widely-respected consultancy services.”