The partnership comes after a historic summer of cricket in Australia featuring record-breaking attendances, viewership and digital engagement across the NRMA Insurance Border-Gavaskar Trophy, CommBank Women's Ashes, KFC BBL and Weber WBBL.
Led by Cricket Australia's Chief Commercial Officer, Ed Sanders, and supported by Two Circles, the partnership will ensure CA is maximizing ever-increasing commercial opportunities domestically, around the world, and in the digital space.
This innovative focus will drive Australian Cricket's long-term commercial approach for the benefit of all aspects of the game.
Two Circles has been associated with Cricket Australia since 2017, playing a key role in securing and delivering several partnerships.
Ed Sanders, Chief Commercial Officer at Cricket Australia, said:
"The past summer emphasised how much cricket means to fans across Australia, and we're focused on harnessing this momentum and enriching our partnerships. With Two Circles' expertise and dedicated team, we're committed to unlocking new opportunities and working closely with them to drive the next phase of growth for Australian Cricket."
As part of this transformation, Two Circles has strengthened its presence in Australia, appointing Rod Woodford as Sales Director to lead the relationship. Woodford brings extensive experience from his time with the AFL, to support CA's commercial ambitions.
Nick Robbins, Managing Director EMEA & APAC at Two Circles, said:
"Cricket Australia has a tremendous opportunity to evolve its commercial approach and set a new standard for the sport. Two Circles and Cricket Australia have a long history of delivering success together, and we are extremely proud to continue our relationship with the team, and support Ed's transformational vision. Together we will combine our global expertise with local insights, invest in innovative growth value drivers, and bring world leading brands closer to cricket fans."
About Two Circles
Founded in 2011, Two Circles is an international sports and entertainment marketing business that leverages data and knowing fans best, to help organizations grow audiences and revenues.
From thirteen international offices, Two Circles works with some of the biggest names in sports and entertainment, including the NFL, Premier League, UEFA and EA. The business uses data to grow the volume and value of fan relationships across all channels, to increase revenue across media rights, sponsorship, retail and licensing and ticketing.
