Sport & Sponsorship News have reported that Cricket Australia have just announced a new player payment system aimed at balancing the workload of players and at the same time encouraging players to participate in sponsor projects by paying them commercial rates.
Under the new scheme, players will be offered separate playing and marketing contracts. The playing contract will be based on their on-field performance, while the marketing contract will be based on their “marketability” as assessed annually by independent consultants.
Players will be grouped into different tiers and earn points each time they participate in commercial activities such as appearances, TVC’s etc.
At the end of each year, the players will be rewarded in line with their contribution to the ‘marketing contract’.
This is a smart strategy.
It offers players flexibility and it gives them a better understanding of their value to team sponsors and rewards those who put in the work.
It also encourages players to improve their marketability – a win win for everyone.
Nice work CA.
