Brand alignment with the
Australian Men’s Cricket Team.
Secure an agreement with Cricket Australia during a period of uncertainty due to an unknown broadcast platform which impacted the ability to pre-empt audience reach and future fan avidity. IQ needed to ensure a partnership with Cricket Australia would become an integral platform of Alinta Energy’s summer marketing campaign and build brand equity.
Provided a detail review of the sponsorship landscape including investments and inventory comparisons across codes which helped validate the Cricket Australia opportunity. From here negotiated and constructed an arrangement with Cricket Australia that was tailored to Alinta Energy’s objectives to build profile and reach during a crucial campaign time.
Negotiated a 4 year term as the official Principal Partner of the Australian Men’s Team and Platinum Partner of Cricket Australia which included extensive apparel branding across Australian Test, One Day and Twenty20 Teams. This was supported by key digital and community assets which delivered a grassroots to elite reach for Alinta Energy. Partnership and core benefits has been developed to build awareness, trust and fan engagement over time as well as provide strong customer acquisition strategies. IQ has an ongoing arrangement with Alinta Energy to ensure continued partnership performance.