Cricket Australia to deliver real-time, actionable insights on fans

Cricket Australia has announced an expanded partnership with customer experience platform InMoment, aiming to deliver real-time, actionable insights across every stage of the cricket fan journey.

Initially trialled during the 2024/25 season’s Border-Gavaskar Trophy and Women’s Ashes, the collaboration enabled Cricket Australia and its venue partners to respond to live feedback, resulting in measurable improvements in fan satisfaction.

Following strong outcomes, the program will now roll out across additional stadiums for the next season.

Executive response

“This is what modern fan engagement looks like,” said David Blakers, Managing Director APAC at InMoment. “Cricket Australia is showing what’s possible when you combine fan obsession with the right CX platform. We’re doubling down on helping iconic organisations like Cricket Australia unify their experience data and drive faster, smarter actions.”

David Blakers

Kieran McMillan, Head of Customer Experience at Cricket Australia, said: “We have more than two million Australians attending matches each year, and more than 350,000 playing the game at the community level. For us, understanding and acting on what they’re feeling in the moment isn’t just a nice-to-have. It’s essential.”

The impact of real time data

With InMoment’s integrated customer experience technology, Cricket Australia moved away from fragmented and delayed feedback systems to a unified, real-time model.

The platform enabled rapid responses to issues such as food wait times, unclear signage, and crowd movement challenges.

Key results from the pilot include a +7 year-on-year increase in Net Promoter Score across major venues, a 19% uplift in fans who rated their cricket experience above other sports, and a 23% rise in satisfaction with in-venue atmosphere.

The insights also supported commercial outcomes. One example cited by Cricket Australia was the ability to detect high demand areas and open additional catering outlets during a Test Match, which led to an immediate rise in food and beverage sales.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.