London, UK & Melbourne, Australia – 1st May 2025 – Activate Management, a leading UK-based sports management and commercial strategy company, has announced a strategic merger with Elevation Sports, a renowned Australian cricket talent development and management agency. The merger marks the official launch of Elevate Cricket International, a new global force in cricket representation, talent development, and high-performance solutions.
The combined roster includes major stars such as: Nathan Ellis, Lance Morris, Aaron Hardie, Mitch Owen, Andrew Tye, Saqib Mahmood, Heather Knight, and Amy Jones among others.
Luke Sutton, Managing Director of Activate Management, commented:
“This is a hugely exciting step in our international growth. By aligning with Elevation Sports, we’re creating a global platform for emerging and elite cricketers that is holistic, forward-thinking, and genuinely international in scope. Elevate Cricket International will be a hub for talent, opportunity, and performance.”
Michael Oakes, Founder of Elevations Sports and newly appointed Director of Cricket at Elevate Cricket International, added:
“We’ve always believed in doing things differently – putting people and purpose at the centre of what we do. This partnership with Activate strengthens that vision and provides our athletes with unparalleled access to commercial and performance pathways across continents.”
The newly formed Elevate Cricket International will operate across the UK, Australia, and Asia, focusing on three key pillars:
- Talent Management – Comprehensive support for male and female cricketers from academy to international level.
- Commercial Partnerships – Creating global brand partnerships and commercial opportunities for athletes.
- Performance Development – High-performance support systems and development pathways tailored for long-term success.
For more information, visit: www.elevate-cricket.com
