Industry News

Cricket Australia launches match-day app for fans attending the Ashes

The Cricket Australia national governing body has launched a new match-day app to coincide with the start of the Ashes series against England.

The Ashes got underway in Australia earlier today (Thursday) and the app has been launched to enhance the in-venue experience for supporters during the series and other international fixtures in the coming months.

The app has been developed after Cricket Australia carried out a 12-week research project into customer experiences at matches during the 2016-17 cricket season.

Cricket Australia found that key factors for supporters while watching matches were food options, fan activations and video replays.

The new app is accessible through the existing CA Live app, and supporters with the app already installed on their phone will be prompted to activate the match-day functionality.

The app features video replays; updates on prize giveaways, face painting, food stalls and fan competitions; match information such as updates on restarts following rain delays; food options and transport information.

The app has been supported by beer brand XXXX Gold, whose parent company Carlton & United Breweries is a partner of Cricket Australia.

Ben Amarfio, Cricket Australia’s general manager of broadcasting, digital media and commercial, said: “Putting fans first is at the heart of everything we do and this new Matchday app is another demonstration of this commitment.

“Our research showed that fans are hungry for more information about what is going on at matches, both on field and off field, while they are in attendance. The new technology in our app will enhance the match-day experience for all spectators and hopefully help make a day at the cricket an even more enjoyable occasion.”

Cricket Australia will also launch an at-match Cricket Hosts pilot programme at select matches during the Ashes. The Cricket Hosts will be located at major thoroughfares outside venues before and after matches.

The first Ashes Test is currently being played at the Gabba (pictured) in Brisbane, with subsequent Tests to take place at the Adelaide Oval, the WACA Ground in Perth, Melbourne Cricket Ground and Sydney Cricket Ground.

Image: Rae Allen