Cricket is a game steeped in tradition yet unafraid of change. Cricket Australia, the sport’s national governing body, embodies this duality by blending heritage with cutting-edge innovation to deliver world-class experiences for players and fans alike. From supporting over 7,000 community-level matches every weekend to engaging millions of fans during major tests such as the Border-Gavaskar Trophy, Cricket Australia is continually enhancing how people experience the game.
At the heart of this transformation lies a bold technology strategy. “Our approach revolves around delivering brilliant experiences for everyone who loves cricket,” says Don Elliott, General Manager of Technology at cricket Australia. “Whether they’re elite players,community cricketers or fans watching from home,technology helps us engage with them like never before.”
This strategy is built on three key pillars: enhancing fan engagement with rich, personalised content, strengthening grassroots cricket through digital platforms, and ensuring operational efficiency through a scalable, cloud-first approach. As adopting Microsoft Azure in 2018 to increase its capacity and flexibility, Cricket Australia has been 100 per cent cloud-based.
“We’ve been able to scale dynamically,whether it’s our Cricket Australia Live app handling peak traffic during a Test match or our PlayCricket app tracking millions of balls bowled at grassroots matches each weekend,” explains Elliott. “The cloud has been a game-changer, enabling us to process four times the workload we did four years ago, at half the cost.”
This cloud-first foundation has also positioned Cricket Australia to explore AI’s potential to revolutionise engagement with cricket fans and grassroots players.
A new era of fan engagement
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At the elite level, Cricket Australia is not just pushing boundaries – it’s hitting them with the new AI Insights feature in the Cricket Australia Live app. Described as a ‘matchday companion’, the feature provides fans with a regular feed of text-based updates as matches progress. The feature uses AI rooted in a deep understanding of cricket to identify key narratives, player performances and notable milestones that go beyond the live scores and commentary, giving new context and insight into what is happening on the field.
“This feature is about helping fans deepen their engagement with the game,” says Kieran McMillan, Head of Customer experience at Cricket Australia. “Knowledge builds passion. The more someone learns,the more invested they become.”
AI Insights leverages Microsoft Azure OpenAI Service alongside Azure CosmosDB and Azure SQL to provide real-time insights. Cricket Australia also collaborated with two Microsoft partners on the new AI feature. HCLTech provided front-end and API progress support to ensure a seamless and engaging user experience. Meanwhile, Insight Enterprises’ back-end software development and implementation services were crucial in ensuring the robust infrastructure needed to deliver real-time, AI-generated insights at scale.
Cricket Australia officially launched the AI Insights feature in January 2024 at the Women’s Ashes Test match between Australia and England at the Melbourne Cricket Ground. According to McMillan, AI Insights’ capabilities are just the beginning. “We envision future iterations that personalise insights based on a fan’s knowledge level – whether they’re a beginner or a cricket strategist,” he explains.
How Cricket Australia is Revolutionising the Game Through digital Innovation
Cricket Australia is leading the charge in transforming the sport through cutting-edge digital tools and AI-driven solutions. From enhancing fan engagement at elite matches to digitising grassroots cricket,the organisation is leveraging technology to create personalised,immersive experiences for players and fans alike.
Personalising the Fan Experience
Cricket Australia’s digital platforms, including the Cricket Australia Live and Big Bash apps, are redefining how fans interact with the game. Inspired by platforms like TikTok, the integration of vertical video has proven to be a game-changer, offering fans immersive highlights that resonate with modern viewing habits.
The apps also feature personalisation tools like the ‘For You’ section and player-based notifications, allowing fans to curate their cricket experience. Whether it’s match updates, merchandise offers, or highlights featuring their favorite player, Cricket Australia is delivering the right content at the right time.
“The better we can understand our fans, especially through direct digital relationships, the more effective we get at delivering the right content at the right time,” says Kieran McMillan, Cricket Australia’s Head of Digital.
Digitising Grassroots Cricket
While elite matches often dominate headlines, grassroots cricket remains the backbone of the sport in Australia. The PlayCricket app has revolutionised how players and families engage with the game, with 70% of community matches now live-scored digitally.
“Players can relive key moments through AI-powered highlights,” McMillan explains. “We’ve now added push notifications, and in an upcoming enhancement, parents can get notifications when their kids are about to bat. It’s about creating fan-level experiences at the local level.”
this digital transformation is driving participation.Research by Cricket Australia shows that players using the PlayCricket app are significantly more likely to return the following season. “The app strengthens players’ identity as cricketers, fostering pride in their performance and connection to the game,” McMillan adds.
The Role of AI in Cricket’s Future
AI is poised to take grassroots cricket even further. Generative AI could automate match reports, create personalised player profiles, and provide coaching insights based on performance data.
However, Don elliott, Cricket Australia’s Chief Technology officer, emphasises the importance of robust data management. “The level of data we have, combined with the advances we’ve made in technology, puts us in a great position to continue innovating with AI.”
key Innovations in Cricket Australia’s Digital Strategy
| Initiative | Impact |
|——————————-|—————————————————————————|
| PlayCricket App | Digitises grassroots cricket, boosts player retention, and enhances fan engagement. |
| AI-Powered Highlights | allows players to relive key moments and fosters a deeper connection to the game. |
| Vertical Video Integration | Offers immersive highlights, inspired by platforms like TikTok. |
| Personalised Notifications | Delivers tailored content, including match updates and merchandise offers. |
Looking Ahead
Cricket Australia’s commitment to digital innovation is setting a new standard for sports organisations worldwide. By leveraging AI and data-driven insights, the organisation is not only enhancing the fan experience but also ensuring the long-term sustainability of the sport at all levels.
As McMillan puts it, “It’s about creating fan-level experiences at the local level.” With these advancements, Cricket Australia is ensuring that cricket remains a beloved sport for generations to come.
For more insights into how technology is transforming sports, explore Microsoft’s innovations in AI and data management.
Microsoft and Cricket Australia: A Winning partnership in Technology and AI
Cricket Australia has been hitting sixes off the field with its innovative use of technology,thanks to its strong partnerships with industry leaders like Microsoft,HCLTech,and Insight. These collaborations have transformed the way the sport engages with fans, players, and employees, setting a new benchmark for digital innovation in cricket.
Microsoft’s Role in Cricket Australia’s Tech Transformation
Microsoft has been a cornerstone of Cricket Australia’s technology initiatives, providing tools like Microsoft teams and Microsoft Viva Insights to enhance collaboration and employee experiences. These applications have streamlined communication and provided data-driven insights, enabling the organization to operate more efficiently.
Sarah Carney, National Chief Technology Officer at Microsoft Australia and New Zealand, is particularly eager about the potential of AI in cricket. “Traditionally, fans have had limited ways to engage with and understand a match beyond what’s presented in a standard broadcast or live commentary,” Carney says. “AI is changing that by transforming fan engagement into dynamic, personalised, real-time experiences.”
This focus on AI is set to revolutionize how fans interact with the sport, offering tailored experiences that go beyond conventional viewing.
hcltech: Driving Digital Transformation
Since 2019, HCLTech has been Cricket Australia’s trusted Digital Technology Partner, playing a pivotal role in transforming its core platforms, apps, and digital experiences. Sonia Eland, Executive Vice President and Country Manager for Australia and New Zealand at HCLTech, highlights the company’s impact: “Our impact spans the entire cricket ecosystem – from elite to grassroots. We’ve been proud to help Cricket Australia deliver better outcomes for players, coaches, and fans.”
This partnership has ensured that Cricket Australia’s digital infrastructure is robust, scalable, and capable of meeting the demands of modern cricket.
The Power of Collaboration
Cricket Australia’s technology transformation wouldn’t be possible without its strategic partnerships. Companies like Microsoft, HCLTech, and Insight have brought their expertise to the table, enabling the organization to innovate and stay ahead of the curve.
Key Partnerships and Their Contributions
| partner | Role | Impact |
|——————–|————————————————————————–|—————————————————————————-|
| Microsoft | Provided tools like Microsoft Teams and Viva Insights | Enhanced collaboration and employee experiences |
| HCLTech | Digital Technology Partner as 2019 | Transformed core platforms, apps, and digital experiences |
| Insight | Supported technology initiatives | Enabled innovation and scalability |
The Future of Fan Engagement
With AI at the forefront, Cricket Australia is poised to redefine fan engagement. By leveraging Microsoft’s AI capabilities, the organization aims to create personalized, real-time experiences that bring fans closer to the action.
As sarah Carney aptly puts it,“AI is changing that by transforming fan engagement into dynamic,personalised,real-time experiences.” This shift promises to make cricket more accessible and immersive for fans worldwide.
Conclusion
Cricket Australia’s partnerships with Microsoft, HCLTech, and Insight have been instrumental in driving its technology transformation. From enhancing employee collaboration to revolutionizing fan engagement, these collaborations are setting new standards in the world of cricket.
As the organization continues to innovate, the future of cricket looks brighter than ever, with technology and AI leading the way.
For more insights into how Microsoft is transforming industries,visit Microsoft News.
AI Revolutionizes Cricket: A New Era for Fans and Players
Cricket, a sport steeped in tradition, is embracing the future with open arms. Thanks to a groundbreaking partnership between Cricket Australia and Insight, the game is being transformed by AI innovation. This collaboration has introduced the AI Insights matchday companion, a cutting-edge tool designed to enhance how fans engage with the sport and consume match insights.
“Together,we’re not just enhancing cricket for today’s fans. We’re redefining what’s possible for future generations,” says Veli-Matti Vanamo, Chief Technology Officer for Asia Pacific at Insight. This statement encapsulates the vision behind this revolutionary initiative, which aims to bring data to life and provide unparalleled insights for fans and players alike.
The Power of AI in Cricket
The AI Insights matchday companion is more than just a technological advancement; it’s a game-changer.By leveraging real-world AI solutions, this tool offers fans a deeper understanding of the game, from community cricket to first-class matches. “This knowledge is helping the sport go from strength to strength,” Vanamo adds, highlighting the transformative potential of this innovation.
The partnership between cricket Australia and Insight marks the beginning of a new era in sports technology. By integrating AI into the fabric of the game, they are not only enhancing the fan experience but also empowering players and coaches with actionable insights.
A Glimpse into the Future
The possibilities of this AI journey are endless. From real-time match analysis to predictive insights,the AI Insights matchday companion is set to redefine how cricket is played and enjoyed.“We are truly excited about the possibilities that this AI journey holds for Cricket Australia,” Vanamo emphasizes, underscoring the optimism surrounding this initiative.This innovation is not just about technology; it’s about creating a more immersive and engaging experience for cricket enthusiasts worldwide. By bringing data to life, Insight and Cricket Australia are paving the way for a brighter future for the sport.
Key Highlights of the AI Insights Matchday Companion
| Feature | Description |
|—————————|———————————————————————————|
| Real-Time match Analysis | Provides instant insights during live matches. |
| Predictive Insights | Offers forecasts based on historical data and current performance. |
| Community Cricket Support | Extends benefits to grassroots cricket, fostering growth at all levels. |
| Enhanced Fan Engagement | Delivers a more immersive and interactive experience for fans. |
A call to Action for Cricket Fans
As cricket enters this exciting new chapter, fans are encouraged to embrace the AI Insights matchday companion and experience the game like never before. Whether you’re a seasoned enthusiast or a newcomer to the sport, this innovation promises to enrich your understanding and enjoyment of cricket.
The future of cricket is here, and it’s powered by AI innovation. Stay tuned as Cricket Australia and Insight continue to push the boundaries of what’s possible in the world of sports.Photo by Josh Chadwick/Getty Images for Cricket Australia
AI Revolutionizes Cricket: A New Era for fans and Players
Cricket, a sport steeped in tradition, is embracing the future with open arms. Thanks to a groundbreaking partnership between Cricket Australia and insight, the game is being transformed by AI innovation. This collaboration has introduced the AI Insights Matchday Companion, a cutting-edge tool designed to enhance how fans engage with the sport and consume match insights.
“Together, we’re not just enhancing cricket for today’s fans. We’re redefining what’s possible for future generations,” says Veli-Matti Vanamo, Chief Technology Officer for Asia Pacific at Insight. this statement encapsulates the vision behind this revolutionary initiative,which aims to bring data to life and provide unparalleled insights for fans and players alike.
The Power of AI in Cricket
The AI Insights Matchday Companion is more than just a technological advancement; it’s a game-changer. By leveraging real-world AI solutions, this tool offers fans a deeper understanding of the game, from community cricket to first-class matches. “This knowledge is helping the sport go from strength to strength,” Vanamo adds, highlighting the transformative potential of this innovation.
The partnership between Cricket Australia and Insight marks the beginning of a new era in sports technology. By integrating AI into the fabric of the game, thay are not only enhancing the fan experience but also empowering players and coaches with actionable insights.
A Glimpse into the Future
The possibilities of this AI journey are endless. From real-time match analysis to predictive insights, the AI Insights Matchday Companion is set to redefine how cricket is played and enjoyed. “We are truly excited about the possibilities that this AI journey holds for Cricket Australia,” Vanamo emphasizes, underscoring the optimism surrounding this initiative.
This innovation is not just about technology; it’s about creating a more immersive and engaging experience for cricket enthusiasts worldwide. By bringing data to life, Insight and cricket Australia are paving the way for a brighter future for the sport.
Key Highlights of the AI Insights Matchday Companion
| Feature | Description |
|---|---|
| Real-Time Match Analysis | Provides instant insights during live matches. |
| Predictive Insights | Offers forecasts based on past data and current performance. |
| Community Cricket Support | Extends benefits to grassroots cricket, fostering growth at all levels. |
| enhanced Fan Engagement | Delivers a more immersive and interactive experience for fans. |
A Call to Action for cricket Fans
As cricket enters this exciting new chapter, fans are encouraged to embrace the AI Insights Matchday Companion and experience the game like never before. Whether you’re a seasoned enthusiast or a newcomer to the sport, this innovation promises to enrich yoru understanding and enjoyment of cricket.
The future of cricket is here, and it’s powered by AI innovation.Stay tuned as Cricket australia and Insight continue to push the boundaries of what’s possible in the world of sports.
Photo by Josh Chadwick/Getty Images for cricket Australia