—Cricket Australia partners with InMoment to improve fan experience with integrated CX capabilities
—Revolutionary initiative delivers same-day improvements during major cricket events
—Further initiative rollout and integrated CX program expansion planned for additional venues next season
SINGAPORE (11 June 2025) 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.”
About Cricket Australia
Cricket Australia (CA) is the national governing body for the game of cricket in Australia. Australian Cricket is administered by CA and its members, the six state and two territory associations. Cricket is Australia’s one true national sport with a men’s and women’s team that capture the nation every summer along with two of the biggest domestic competitions in the country – the Weber WBBL and KFC BBL. At an international level, CA was a founing member of cricket’s world governing body, the International Cricket Council (ICC), and is one of 12 ICC full members.
About InMoment
InMoment is the leader in improving experiences and is the highest recommended CX platform and services company in the world. It is renowned for helping clients collect and connect customer experience data from everywhere—from surveys and social reviews, to conversational chat logs and transcripts. As the pace setters in AI and text analytics, its over 3,000 clients activate and understand every byte of structured and unstructured data, breaking down data and team silos to take the smartest actions. This award-winning technology combined with in-house industry experts empower brands to gain ROI from their CX programs in half the time as its competitors. Unlock the true potential of every piece of customer data with InMoment. To learn more, visit inmoment.com.
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CONTACT: Cori Lindsey, InMoment, cori.lindsey@inmoment.com