Cricket Australia hires former Google exec Sanders as commercial chief – Sportcal

by Admin
May 17, 2024

Sanders will take up his new role with Cricket Australia from June 10. (Kai Schwoerer/Getty Images)

The Cricket Australia (CA) governing body has appointed experienced marketing executive Ed Sanders as its new chief commercial officer.

In the role, which he will take up from June 10, Sanders will lead the strategic development and implementation of the organization’s commercial initiatives and partnerships and be tasked with driving growth, revenue, and innovation across the body.

Sanders, who has spent the majority of his career at technology giant Google in London, New York, and Silicon Valley, has extensive global commercial and marketing experience across several fields including sport and entertainment, and technology.

CA said his leadership “will be instrumental in driving growth opportunities both domestically and internationally.”

Nick Hockley, CA chief executive, said: “Ed’s extensive experience and strategic vision will be instrumental in driving our commercial objectives and ensuring the long-term success and sustainability of Australian cricket.”

Sanders added: “I am thrilled to return to Australia and join Cricket Australia at such a pivotal and exciting time for the sport. I am committed to innovate, to deliver an amazing fan experience, and to leverage our commercial opportunities to further enhance cricket’s growth and success.”

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In December, CA reappointed the MKTG Sports + Entertainment agency to continue its role as the exclusive in-stadia media sales agent for the body, and brought the RISE Worldwide Indian sports and entertainment agency on board, to exclusively manage its sponsorship sales for virtual inventory in India.

The body also recently expanded its existing tie-ups with Japanese car manufacturer Toyota, and tech firm HCL, in a pair of deals that cover both the men’s and women’s national cricket side and the BBL.