Big Bash League

Commercial Review

Project Overview

The Big Bash League (“BBL”) is one of the fastest growing sporting leagues in the world, boasting some of the highest attendances and TV audiences in Australian sport. To ensure the League was achieving sponsorship returns commensurate with its growing audience, Cricket Australia engaged Gemba to assess the commercial performance of the BBL.


Following a rigorous process of data analysis and market benchmarking, our team delivered a series of recommendations to modify the commercial structure of the BBL, including the packaging and distribution of rights, in order to maximise interest and investment from prospective commercial partners. We also provided a go-to-market strategy that would guide sales efforts and ensure the financial health of both the BBL and its franchises.


Cricket Australia acted on Gemba’s recommendations and undertook a restructure of its commercial arrangements and guidelines. This has driven increased sponsorship returns for the League and its franchises, and facilitated reinvestment in the ongoing growth and promotion of the BBL.

This project complemented Gemba’s previous work with the BBL, which involved delivering market sizing and membership strategies prior to the League’s inception.