Cricket Australia Changing The Way Players Connect With New VLAST Partnership

Cricket Australia Changing The Way Players Connect With New VLAST Partnership

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 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.

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.

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.”

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.” 

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. 

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 $550 thousand back into the game. 

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.

“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.”

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.”

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. 




Please login with linkedin to comment

Cricket Australia VLAST

Latest News

Beacon Lighting Extends Carat’s Contract For Three More Years
  • Media

Beacon Lighting Extends Carat’s Contract For Three More Years

Dentsu’s media agency Carat Victoria has extended its six-year relationship with Beacon Lighting for another three years in a closed review. The agency, which is responsible for all paid media strategy, planning and buying including brand, performance and programmatic, first won the Beacon Lighting account in 2018. In 2021, it extended the contract for a […]

Former EssenceMediacom CEO Pat Crowley Calls On Adland To Back Rare Cancer Drug
  • Advertising

Former EssenceMediacom CEO Pat Crowley Calls On Adland To Back Rare Cancer Drug

Pat Crowley, former CEO of EssenceMediacom has called on adland to get behind a petition to add cancer drug Belzutifan to the Pharmaceutical Benefits Scheme, in the hopes it could save his son’s life. Last year, Crowley had a spate of terrible luck. In September, his 17-year-old son Fletcher suffered a severe spinal cord injury […]

University Of Sydney Appoints CHEP For Australia & APAC Media Account
  • Advertising

University Of Sydney Appoints CHEP For Australia & APAC Media Account

The University of Sydney has appointed CHEP Media to provide media planning and buying services for Australia and key markets across the Asia-Pacific region, following a competitive pitch. CHEP Media will support one of the world’s top 20 universities with an integrated, whole-of-university media strategy, to further elevate its brand profile and driving recruitment for […]

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well
  • Advertising

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well

Last year, Siddarth Shrikanth published The Case for Nature: Pioneering Solutions for the Other Planetary Crisis. Catherine de Clare caught up with him at the Jaipur Literary Festival in India this year. Shrikanth currently works as a director on the Investment team at Just Climate, a sustainability-focused investment fund chaired by former US vice president Al […]