The Federation of International Cricketers’ Association (FICA) has partnered with Winners Alliance, an affiliate of the Professional Tennis Players Association (PTPA), to address the long-standing issues surrounding players’ name, image, and likeness rights in cricket. The partnership aims to negotiate commercial deals on behalf of cricketers who are members of FICA-affiliated players’ associations.
Under the agreement, Tim Cruickshank will join Winners Alliance as their vice-president of commercial partnerships in the Asia-Pacific Region, leaving his role with the Australian Cricketers’ Association. The goal is to simplify potential partnerships and create new opportunities for global players’ licensing rights, including the possibility of cross-sport promotion opportunities and involvement in advertisements alongside tennis players.
Cruickshank believes that this partnership will simplify the process for potential partners, making it easier for companies to invest in cricket. He also sees opportunities in areas such as video games, where collectivised name, image, and likeness rights for international players could be sold to officially licensed products. Additionally, Winners Alliance will provide direct funding to FICA, which will support players on various issues such as non-payment problems and global scheduling.
The International Cricket Council (ICC) is aware of the agreement but has declined to comment. This deal marks a significant step forward in addressing the complexities of player-rights markets in cricket and represents a positive development for athletes across global sports.