The 2024 Border-Gavaskar Trophy (BGT) will again feature virtual inventory sponsorships, enabling brands to display their logos on the ground virtually, customized for specific regions. This approach to sports sponsorship allows advertisers to target different geographies, turning the India-Australia cricket series into a competitive space for both on-field action and advertising.
India’s five-test tour of Australia, beginning in November, has already attracted strong brand interest. Cricket Australia (CA) and RISE Worldwide, which handles sponsorship sales, have seen high demand from Indian brands aiming to capitalize on the series’ expected viewership.
Nikhil Bardia, head of RISE Worldwide, mentioned that 65% of the virtual inventory has been sold, with brands like HERO, BKT, and MakeMyTrip securing spots.
“The increased interest in virtual assets for the Border-Gavaskar Trophy reflects the growing stature of this cricketing spectacle in India. Half of the brands are repeat partners, which is a testament to the effectiveness of this format,” Bardia said.
Virtual inventory marks a departure from traditional sponsorship, which used to display the same branding across all regions. Advancements in technology now allow brands to tailor their advertising by location, offering more targeted experiences to viewers.
Richard Ostroff, acting executive GM for broadcast & commercial at Cricket Australia, noted, “RISE has designed bespoke packages to offer brands immersive experiences through virtual inventory during broadcasts. This new format allows brands to engage with specific markets more effectively.”
The BGT 2024, known for the intense India-Australia rivalry, is expected to attract high viewership in India, providing an appealing platform for advertisers.
Already popular in global sports, virtual inventory can be transformative for Indian brands, enabling them to reach more specific audiences with customized messaging.
Cricket Australia and RISE Worldwide’s four-year partnership, with BGT as the first major event to showcase this new advertising method, is expected to enhance fan engagement and brand visibility, opening new opportunities for sports marketing in India.
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Name of Author: Cricexec Staff
