Cricket Australia has partnered with Australian fan engagement technology company Komo Technologies for the 2026-27 season, adding a data-driven layer to its efforts to deepen relationships with fans and create new commercial opportunities across its cricket ecosystem.
The partnership will cover Cricket Australia’s international and domestic competitions, including Test matches, One-Day Internationals, T20 fixtures and the Big Bash leagues. Komo’s technology will enable interactive experiences such as live predictions, voting, games and matchday activations across stadiums, broadcasts and digital platforms, including CricketPlus.
Beyond fan interaction, the partnership is designed to strengthen Cricket Australia’s ability to capture consent-based, first-party data. By encouraging supporters to actively participate in live cricket experiences, the governing body can gain deeper insight into fan preferences and behaviour while building more personalised digital experiences.
The data generated through these interactions is also expected to enhance Cricket Australia’s commercial proposition. Interactive campaigns can give sponsors access to measurable engagement opportunities, moving beyond traditional visibility-led sponsorship assets towards activations that can demonstrate audience participation and response.
Annie Clare, Senior Manager – Martech and Capability at Cricket Australia, said, “Komo gives us one platform that works in venue, on broadcast and across our digital offerings such as CricketPlus so that we can offer fans experiences worth taking part in, understand more about what they respond to, and give our commercial partners real engagement to point to.”
Komo co-founder and CEO Joel Steel added, “The audience is there, the reach is enormous. What every major sport is now working out is how much it actually knows about its audience because knowing a fan makes it possible to drive greater personalised experiences as well as measurable ROI for the sponsors. Participation is the most reliable way to gather those insights, and that’s the job we’re taking on with Cricket Australia. Give people something genuinely worth taking part in, and they’ll tell you who they are, willingly. Fans take part, the sport gets to know them, and that turns into commercial value CA can grow.”
Komo now joins a growing portfolio of Cricket Australia partners, including Kookaburra, BKT, Hola Health, CricViz, Origin and NRMA Insurance.
For Cricket Australia, the partnership reflects the wider evolution of sports commercial strategy, where audience reach is increasingly being complemented by first-party data, personalised engagement and measurable sponsor outcomes. Komo’s platform gives the governing body an opportunity to connect these elements across live cricket, broadcast and digital channels, potentially strengthening both fan loyalty and the value delivered to commercial partners.