Mumbai: RISE Worldwide has claimed to have achieved a complete sell-out of the England and Wales Cricket Board’s (ECB) digital and virtual advertising inventory in India for the ongoing white-ball series between England and India, with the premium inventory fully committed through July 19, 2026.
According to RISE Worldwide, the inventory spans the five-match T20I series and the three-match ODI series and attracted participation from leading brands across multiple categories.
The company said it adopted a curated approach to brand partnerships in line with the ECB’s premium commercial positioning, bringing on board Indian advertisers that align with one of international cricket’s marquee bilateral contests.
The roster of virtual advertising partners includes Hero MotoCorp, MakeMyTrip, CP PLUS, Kingfisher and Groww.
According to RISE Worldwide, the full sell-out reflects increasing advertiser confidence in virtual advertising as a medium for engaging Indian audiences during major live sporting events. The company said the technology enables market-specific brand integrations within live broadcasts, creating value for rights holders, broadcasters and advertisers.
Nikhil Bardia, Head of RISE Worldwide, said, “India’s tour of England remains one of the most anticipated contests in the international cricket calendar, attracting passionate fans and sustained interest from advertisers. Achieving a complete sell-out of the virtual inventory reflects both the strength of this property and the growing confidence brands have in virtual advertising as a premium engagement platform. Our primary objective is to maximise the commercial opportunity for our partners, while building a portfolio of reputed Indian brands that complements the ECB’s premium positioning. This approach enables us to deliver meaningful value for the rights holder and advertisers alike, while enhancing the viewing experience through relevant, contextual brand integrations.”
Kate Spring, Head of Commercial Operations, England and Wales Cricket Board (ECB), said, “India continues to be one of the most significant audiences for cricket globally, and creating meaningful commercial opportunities for brands in this market remains a key priority for us. Our partnership with RISE Worldwide, has enabled us to connect with a strong portfolio of leading Indian advertisers that reflect the premium nature of England cricket and our marquee international fixtures. As the commercial landscape continues to evolve, and with the invaluable support of our broadcast partners, Sky Sports in the UK and Sony in India, solutions such as virtual advertising play an important role in delivering greater relevance for brands while preserving the integrity of the viewing experience for fans.”
RISE Worldwide exclusively manages digital and virtual inventory sponsorship sales in India for select marquee international fixtures hosted in England under its strategic partnership with the ECB.
The company said the collaboration combines international cricket properties with virtual advertising technology to create commercial opportunities for rights holders while enabling brands to deliver contextual messaging to Indian audiences during live broadcasts.
