Cricket Australia partners with Partnerbrite to unveil CrowdCatch, a cutting-edge ad tech platform designed to revolutionise digital sponsorship and audience targeting across major social media channels, complementing their broader strategy of modernising cricket sponsorships and fan experiences.
Cricket Australia has forged a partnership with global technology company Partnerbrite to unveil CrowdCatch, an innovative ad tech platform designed to redefine digital fan engagement within the realm of cricket. This platform allows Cricket Australia’s commercial partners to engage targeted audiences seamlessly across leading digital channels such as Facebook, Instagram, YouTube, TikTok, and LinkedIn.
The genesis of Partnerbrite lies in addressing the gap between traditional sponsorships and modern digital marketing. With its headquarters in London and additional offices in Melbourne and New York, Partnerbrite aims to modernise sponsorship opportunities, enabling brands to establish direct connections with millions of fans. Notably, their platform is already trusted by renowned sports entities, including Tottenham Hotspur, Everton Football Club, and the San Francisco 49ers, indicating a strong pedigree in sports sponsorship and digital marketing.
CrowdCatch is positioned to revolutionise how Cricket Australia’s partners execute their marketing efforts. The platform promises a more focused, data-driven approach while prioritising fan data privacy and consent. It caters to both new brands eager to enter the cricketing landscape and established sponsors looking to enhance their outreach, creating an adaptable service that links brands with engaged cricket audiences.
Ed Sanders, Chief Commercial Officer of Cricket Australia, expressed pride in the partnership, stating, “We are proud to work with Partnerbrite to launch the CrowdCatch platform, which will help us transform the way we engage with partners and allow us to work closely with them on reaching their key audience objectives.” He highlighted that this launch occurs at a time of exceptional digital momentum for the sport, driven by recent successes, including the record-breaking Women’s Ashes and the Border-Gavaskar Trophy.
In a related development reflecting Cricket Australia’s commitment to enhancing sponsorship experiences, the organisation has also initiated an innovative partnership with RISE Worldwide. This initiative aims to leverage virtual advertising and dynamic sponsorship opportunities, further enriching the fan experience and providing brands with novel engagement methods. Such strategic collaborations illustrate Cricket Australia’s forward-thinking approach to modernising cricket and enhancing its appeal to fans and sponsors alike.
Meanwhile, Cricket Australia is not resting on its laurels in the digital landscape. In January 2025, they announced a collaboration with HCLTech and Microsoft to bolster fan engagement through generative AI. This venture introduced an AI Insights matchday companion to the Cricket Australia Live app, delivering real-time updates, key narratives, and player performances during matches, thus reimagining the viewing experience for fans.
This convergence of technology and sport signifies Cricket Australia’s ambition to maintain its status as a leader in digital fan engagement and marketing innovation. By embracing advanced digital tools and platforms, they are not only preserving the integrity of cricket’s traditional sponsorship models but also enhancing the brand experiences for their partners in a rapidly evolving digital marketplace.
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Source: Noah Wire Services
- https://www.ausleisure.com.au/news/cricket-australia-partners-with-partnerbrite-to-launch-ad-tech-platform-crowdcatch/ – Please view link – unable to able to access data
- https://www.partnerbrite.com/about – Partnerbrite is a global technology company focused on transforming traditional sponsorships into digital marketing opportunities. Their platform enables brands to connect directly with millions of fans through top-performing digital channels, including Facebook, Instagram, YouTube, TikTok, and LinkedIn. Partnerbrite’s clientele includes major sports organizations such as Tottenham Hotspur, Everton Football Club, and the San Francisco 49ers, highlighting their expertise in sports sponsorships and digital engagement strategies.
- https://www.adnews.com.au/news/news-sport-network-joins-forces-with-partnerbrite – In April 2024, News Corp Australia’s News Sport Network partnered with Partnerbrite to enhance fan-targeted advertising campaigns. This collaboration combines News Sport Network’s extensive sports audience and industry relationships with Partnerbrite’s advanced adtech platform, aiming to revolutionize how brands engage with sports fans. The partnership seeks to identify suitable properties for investment and connect sporting partners with appropriate commercial partners across various categories.
- https://www.afaqs.com/news/media/how-rise-and-cricket-australia-are-revolutionising-cricket-sponsorships-through-virtual-inventories – Cricket Australia and RISE Worldwide have partnered to innovate cricket broadcasting by introducing virtual advertising and sponsorship inventories. This collaboration aims to revolutionize cricket sponsorships by offering dynamic and territory-specific branding opportunities, enhancing the fan experience and providing brands with innovative ways to engage audiences. The partnership covers major series like India’s tour of Australia and the Ashes, with 45% of inventory already sold.
- https://www.hcltech.com/press-releases/hcltech-and-microsoft-partner-cricket-australia-transform-fan-experience-genai – In January 2025, HCLTech and Microsoft partnered with Cricket Australia to enhance fan engagement through generative AI. The collaboration introduced the AI Insights matchday companion feature in the Cricket Australia Live app, providing fans with real-time updates, key narratives, and player performances during live matches. This innovation aims to bring fans closer to the action and reimagine the sports viewing experience.
- https://www.hcltech.com/press-releases/cricket-australia-selects-hcltech-accelerate-digital-transformation – In August 2023, Cricket Australia selected HCLTech as its digital technology partner to accelerate its digital transformation. HCLTech will implement automation, analytics, AI, machine learning, and DevOps to enhance the Cricket Australia Live and PlayCricket apps. The partnership aims to deliver immersive digital experiences to fans, players, partners, employees, and volunteers, solidifying Cricket Australia’s position as a leader in digital fan engagement.
- https://www.cricketworld.com/hcl-technologies-selected-by-cricket-australia-as-digital-technology-partner/57098.htm – HCL Technologies has been selected as Cricket Australia’s digital technology partner to provide an elevated and immersive digital experience to cricket fans, players, partners, employees, and volunteers. HCL will implement its Scale Digital methodology to enable Cricket Australia to unite and inspire their cricket community through advanced digital platforms, enhancing the experience for fans and participants across the country and around the world.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative was published on June 6, 2025, with no earlier substantial matches found. The report is original and not recycled. The partnership announcement is recent, indicating high freshness. The report includes updated data and mentions previous collaborations, suggesting a blend of new and existing information. The update justifies a higher freshness score but should still be flagged. ([adnews.com.au](https://www.adnews.com.au/news/news-sport-network-joins-forces-with-partnerbrite?utm_source=openai))
Quotes check
Score:
9
Notes:
The direct quote from Ed Sanders, Chief Commercial Officer of Cricket Australia, appears to be original, with no earlier matches found. This suggests potentially exclusive content.
Source reliability
Score:
7
Notes:
The narrative originates from ausleisure.com.au, a niche Australian publication. While it provides detailed information, its limited reach may affect the overall reliability. The report mentions Partnerbrite’s previous collaborations with reputable sports entities, enhancing credibility. ([adnews.com.au](https://www.adnews.com.au/news/news-sport-network-joins-forces-with-partnerbrite?utm_source=openai))
Plausability check
Score:
8
Notes:
The claims about the CrowdCatch platform and its features are plausible, aligning with Partnerbrite’s known services. The report includes specific details about the partnership and mentions previous collaborations, providing supporting context. The language and tone are consistent with industry standards.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents original and fresh information about Cricket Australia’s partnership with Partnerbrite to launch the CrowdCatch ad tech platform. The direct quote from Ed Sanders appears exclusive, and the claims are plausible and supported by context. While the source is a niche publication, the overall assessment is positive.
