Virtual Inventory: A Game-Changer for Cricket Brand Engagement!

Virtual inventory technology is changing how brands connect with cricket fans, say industry leaders. Cricket Australia and the England and Wales Cricket Board (ECB) have teamed up with India’s Rise Worldwide to provide virtual advertising space to Indian companies, with other cricket boards likely to follow.

Introduced in India by Rise in 2021, virtual inventory combines on-ground advertising with TV sponsorship. This technology lets brands show their ads during live broadcasts. The system is provided by Broadcast Virtual, based in Australia.

Rise Worldwide has successfully sold virtual inventory for the upcoming India vs. England Test series. Notable brands like BKT, Hero MotoCorp, EPCO, and MakeMyTrip have already signed on, and there’s still an opportunity for other companies. Previously, Indian brands found it hard to connect with fans during Indian tours to England, mainly relying on kit sponsors or LED billboards, which didn’t reach the right audience.

Tony Singh, the ECB’s chief commercial officer, explained that this new method allows sponsors in the UK to reach other markets, which is beneficial for everyone involved. Nikhil Bardia, head of Rise Worldwide, mentioned that virtual inventory helps brands interact with fans without overwhelming them with ads, especially during a popular tournament.

The ECB is also thinking about adding promotional content directly aimed at fans to enhance the viewing experience, focusing on building a strong relationship with Indian fans over time.

To measure how effective virtual inventory is, brands check aspects like association with content, visibility on-screen, and how well it boosts awareness and sales. Singh pointed out that the new technology has decreased the need for physical sponsorships from brands targeting Indian viewers, though some brands like Dream11 still find traditional sponsorships important.

As the ECB and Rise plan to slowly increase the use of virtual ads while ensuring a great viewing experience, they’re also exploring options to extend this technique to women’s cricket since interest in that format is growing. They want to create better connections with brands in India by offering both virtual and digital advertising opportunities alongside player image rights and access.