This business would house the marketing and media rights of players that currently are owned by CA. Under the plan,almost all of Australia's international male and female players have already agreed to sign over their name,voice,signature,trademarks,images,likeness and even"performance"to the new company run through the ACA by former first-class cricketer,Tim Cruickshank. The company would also run player interviews,appearances and promotions.
This move comes as players prepare to safeguard their earnings if they are locked out and not paid by CA should a new memorandum of understanding,or at least a heads of agreement on the major issues,not be reached by July 1.
ACA chief Alistair Nicholson denied it was a power play by the players fighting to retain the revenue-sharing model that has been in place since 1997. CA wants to largely disband this,prompting suggestions this summer's Ashes series could be in doubt.
"It's actually around getting some stability around post-June 30,if that's what happens. We actually see it as a necessity and a constructive way of trying to stop some of that uncertainty,"Nicholson said.
"It is important for the broadcasters,sponsors and then,obviously,Cricket Australia."
Nicholson said the company format would be an"interim"position,with image rights returning entirely to CA should that be brokered in a new MOU. However,he said the company was likely to continue after a new agreement but its structure would be different. He said there were similar models used in US sports.
What that means in the short term is that rival sponsors to CA's official partners and even rival broadcasters to Channel Nine could partner with players until a MOU is secured.