Cricket Australia and InMoment Join Forces to Redefine the Fan Experience—In Real Time

Cricket Australia is taking a major leap forward in how it connects with fans, announcing an expanded partnership with InMoment to bring real-time, actionable customer intelligence to every touchpoint of the cricket experience.

The collaboration, which began as a pilot across major summer series including the Border-Gavaskar Trophy and Women’s Ashes, has already seen impressive success. What started as a co-funded initiative between Cricket Australia and venue partners is now a fast-scaling program, set to roll out across more stadiums next season. The ultimate goal is a complete, 360-degree view of fan sentiment – before, during, and after every match.

“We have more than two million Australians attending matches each year, and more than 350,000 playing the game at the community level. For us, understanding and acting on what they’re feeling in the moment isn’t just a nice-to-have. It’s essential,” said Kieran McMillan, Head of Customer Experience at Cricket Australia. “We chose InMoment because they offered something different: a way to stitch together fragmented feedback systems and turn live data into immediate improvements.”

Feedback was slow, siloed, and hard to act on for many years. With InMoment’s Integrated CX technology, fan insights are now captured and acted on in real time, from reducing food wait times to clarifying venue signage or redirecting foot traffic.

As a result, Cricket Australia saw a measurable jump in fan satisfaction across major venue with a +7 Net Promoter Score YoY across the 2024/25 international summer of cricket; a19% YoY increase in fans who rated their experience at the cricket better than other sports events they had attended in the last 12 months; and a 23% YoY increase in fan satisfaction with the atmosphere in venue.

In addition to improving the fan experience, the real-time program also drove new revenue. One standout was identifying demand hot spots and opening extra catering outlets, which led to a boost in food and beverage sales the next day of a Test Match.

“This is what modern fan engagement looks like,” said David Blakers, Managing Director APAC at InMoment. “Cricket Australia is showing what’s possible when you combine fan obsession with the right CX platform. And with InMoment now part of PG Forsta, we’re doubling down on helping iconic organisations like CA unify their experience data and drive faster, smarter actions.”