RISE Worldwide has achieved a complete sell-out of the digital and virtual advertising inventory for India’s ongoing white-ball tour of England, with the premium inventory fully committed for the limited overs series from 1st July to 19th July, 2026.
The inventory covers the five-match T20I series and three-match ODI series between England and India and witnessed strong demand from leading brands across key categories. In line with the England and Wales Cricket Board’s (ECB) premium commercial positioning, RISE Worldwide adopted a curated approach to brand partnerships, onboarding reputed Indian brands that align with the stature of one of international cricket’s most prestigious bilateral rivalries.
The line-up includes virtual advertising partners Hero MotoCorp, MakeMyTrip, CP PLUS, Kingfisher, and Groww.
The successful sell-out underscores the growing confidence advertisers have in virtual advertising as a powerful medium to engage Indian audiences during marquee live sporting events. By enabling market-specific brand integrations within the live broadcast, virtual advertising continues to unlock greater value for rights holders, broadcasters and advertisers alike.
Nikhil Bardia, Head of RISE Worldwide, said, “India’s tour of England remains one of the most anticipated contests in the international cricket calendar, attracting passionate fans and sustained interest from advertisers. Achieving a complete sell-out of the virtual inventory reflects both the strength of this property and the growing confidence brands have in virtual advertising as a premium engagement platform. Our primary objective is to maximise the commercial opportunity for our partners, while building a portfolio of reputed Indian brands that complements the ECB’s premium positioning. This approach enables us to deliver meaningful value for the rights holder and advertisers alike, while enhancing the viewing experience through relevant, contextual brand integrations.”
Kate Spring, Head of Commercial Operations, England and Wales Cricket Board (ECB), said, “India continues to be one of the most significant audiences for cricket globally, and creating meaningful commercial opportunities for brands in this market remains a key priority for us. Our partnership with RISE Worldwide, has enabled us to connect with a strong portfolio of leading Indian advertisers that reflect the premium nature of England cricket and our marquee international fixtures. As the commercial landscape continues to evolve, and with the invaluable support of our broadcast partners, Sky Sports in the UK and Sony in India, solutions such as virtual advertising play an important role in delivering greater relevance for brands while preserving the integrity of the viewing experience for fans.”
Under its strategic partnership with the ECB, RISE Worldwide continues to exclusively manage digital and virtual inventory sponsorship sales in India for select marquee international fixtures hosted in England. By combining world-class cricket properties with cutting-edge virtual advertising solutions, the partnership continues to create meaningful value for rights holders, advertisers and millions of cricket fans across India.
