Cricket Australia and VLAST partner for new sponsorship and activation tools
Cricket Australia has partnered with VLAST to innovate ways players can engage, activate and execute sponsorships and activation deals.
The announcement:
Australia’s cricket ecosystem is being fundamentally transformed by technology-led changes to the way players – past and present – engage, activate and execute sponsorship and activation deals.
The transformation is thanks to a long-term deal struck with VLAST, a global talent management and activation platform used to automate and simplify players’ commercial activities.
The ground-breaking VLAST product – created by Pickstar Group – has enabled both Cricket Australia and Australian Cricketers’ Association (ACA) to more efficiently and effectively manage their players’ commercial, sponsorship and community engagement activities.
Cricket Australia
Off the back of their two-year relationship to date, VLAST and Cricket Australia have facilitated 1,500+ player appearances via the VLAST software platform, allowing multiple stakeholders visibility on key data and metrics – see visual below.
Furthermore, VLAST has now streamlined not only the coordination of requesting and booking in player activity, but the tracking of appearances.
Jodie Baldwin, senior player partnership lead at Cricket Australia said, “VLAST has created many efficiencies across the business and has helped considerably in streamlining the coordination of talent activations and appearances across various departments of Cricket Australia and the State and Territory Associations. The real-time reporting and visibility of player activity ensures we have valuable insights throughout the year, whilst the end of year reconciliation is a vastly improved process.”
“We have really enjoyed using the VLAST platform and look forward to continuing to evolve the way we use VLAST in the coming years to create even greater efficiencies and insights,” added Baldwin.
Alex Hay, global head of VLAST said Cricket Australia was certainly leading innovation when it comes to leveraging technology advancements. “Through working with Cricket Australia these last couple of years to manage and automate all of their talent activations, we have enabled better reporting, increased efficiencies and ultimately reduced the cost and complexity of talent activations and appearances,” added Hay.
Cricket Australia has leveraged VLAST across all eight Australian states and territory associations to work cohesively within the one platform/ecosystem – VLAST. More than 30 administrators, 115 requestors, 44 player managers / agents and 300 contracted, active players now use the platform.
Australian Cricketers’ Association
For the Australian Cricketers’ Association, VLAST has facilitated over 650 coach bookings for the 180 coaches who are currently active and leveraging the technology. As a result of
the VLAST technology, the Australian Cricketers’ Association has circled close to $550K back into the game – see visual below.
Kelly Applebee, general manager, member programs and relations, ACA said they are focused on supporting past players via the VLAST program. “Our past player program is designed to support our members in their post-cricket lives. Leveraging the VLAST platform to do this has ensured the experience for both players and stakeholders is both effective and efficient,” said Applebee.
“Past player engagement is critical to deliver game development appearances that focus on participation, pathway coaching and coach development. Underpinned by the VLAST tool, we remain focused on growing the game by drawing on the vast knowledge, skills and enthusiasm of those who’ve reached the elite level,” added Applebee.
Alex Hay, global head of VLAST said he was thrilled to see the results and success stories coming out of the ACA headquarters. “ACA is certainly transforming the way players can remain connected and optimise community and commercial opportunities. We look forward to continuing this outcome-driven relationship with ACA and partnering for future technology-led success for their players and association,” added Hay.
A technology-led future
VLAST uses cutting-edge technology to reduce the internal administrative effort required to manage talent communications and bookings. It reduces human error, improves the experience and outcomes for talent and provides a seamless reporting tool for the ACA team.
VLAST is continuing to partner with Cricket Australia and the Australian Cricketers’ Association to understand their unique requirements and develop technology-led solutions to optimise their talent operations.
Source: Trippant
