Cricket Australia calls on Octagon for North American media rights


With growing interest in the sport around the world, Cricket Australia has turned to Octagon to support the growth of its fan base in North America.

Cricket Australia enlisted the international sports marketing and consultancy firm to advise on North American media rights. In addition to the packaging and trading rights for the US, Canadian and Caribbean markets, which expired at the end of the 2021 domestic season, Octagon’s Global Media Rights Consulting division will also provide the governing body of Australian cricket with research and analysis.

“We are delighted to partner with Octagon to help showcase our matches and our world-class athletes on an even bigger world stage,” said Nikki Linney, Head of Media Rights at Cricket Australia. “As a leader in international sports media consulting, we look forward to seeing Octagon helping us connect with new fans of our national men’s and women’s teams in new markets and continue to develop the game of cricket across the world. . “

Founded in 1983 under the name Advantage International and later renamed, Octagon is part of the Interpublic group as one of the largest sports agencies in the world, with more than 1,000 employees in 50 offices in 22 countries around the world. . According to Forbes figures, Octagon had a contract value of $ 2.4 billion on its books last year, including the record five-year NBA contract of $ 228 million for Giannis Antetokounmpo.

“Reaching a global audience of nearly 3 billion people each year through the sport’s current international media partners, cricket continues to be one of the most popular sports in the world,” said Daniel Cohen, Director of Global Media Octagon Rights Consulting, which noted a growing demand for elite cricket content in North America. “We are delighted to partner with Cricket Australia, with its long history of innovation and its famous Australian brand of cricket.”

According to Octagon, cricket is one of the fastest growing sports in the United States, with nearly 20 million fans and over 200,000 players nationwide. While the sport has a rich history in parts of the Caribbean, cricket is less well established in Canada and the United States – despite the two countries clashing in the very first international test match in 1844 in New York City ahead of 20 000 spectators.

Meanwhile, Cricket Australia will also partner with Microsoft and technology consultancy HCL – its official digital technology partner – to host a global cricket-themed hackathon over the next few months, with final submissions expected before September 2nd. Dubbed “HCL – CA TechJam 2021,” the event seeks technological solutions in the areas of player performance, fan engagement and community engagement, with $ 40,000 in prizes up for grabs.

Cricket Australia confirmed in May the full-time appointment of interim CEO and former PwC deputy director Nick Hockley – with Hockley among a number of former consultants making up CA’s board and management teams. CFO Samantha Douglas started at EY in Melbourne, while Mike Osborne, chief technology officer, was the former global chief technology officer at Deloitte. KPMG Tasmania chairman Paul Green also sits on the board.


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