Cricket Australia has signed a deal with Australian-developed audience engagement and data platform Komo Technologies.
Rather than just asking fans to complete forms or surveys, the Komo platform will enable CA to give fans opportunities to participate in activities such as predicting, voting and playing along with the game as it happens – both on and off the field across international Test matches, ODIs, T20s and the Big Bash leagues.
The deal comes just a few weeks after signing the NBL Group to engage with its NBL and WNBL fans.
CA’s senior manager martech and capability, Annie Clare, said cricket has built a large fanbase, and this partnership is about getting to know these fans better.
“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.”
Co-founder and CEO of Komo, Joel Steel, said Cricket Australia has done the hard part.
“The audience is there, the reach is enormous,” he said. 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.”
Steel said every interaction generates consented, declared data giving CA a greater understanding of its fans and what they like.
He said the platform also enables CA to build sponsor activations with speed and simplicity. Beyond the technology, Komo’s team will work with CA’s commercial group to design activations, shape campaign strategy, and open new revenue streams by creating digital inventory CA can take to market.
The platform is set to run across the 2026-27 season.
