Customer Spotlight: Prateek Yadav of Boundaries North & Cricket Canada

Blinkfire is proud to work with some of the biggest and best sports, media, and entertainment organizations in the world and connect with smart and innovative people on a daily basis. The work and creativity of our customers deserve to be showcased, which we highlight in our Customer Spotlight Series. In this edition, we’re excited to welcome Patreek Yadav, Head of Commercial & Marketing at Boundaries North.

Boundaries North, a strategic alliance between WEIC Sports United and Cricket Canada, is on a mission to grow the game and its community from coast to coast in Canada. In this Q&A, you’ll hear about how they are blending grassroots development with high-tech strategy to build a stage where cricket’s global energy meets Canada’s diverse sporting spirit.

Cricket Canada competed in the ICC T-20 World Cup for the first time in 2024, and the team has now qualified for the 2026 World Cup. With back-to-back qualifications, how has this on-field success translated to success off the field?

The on-field success has been transformational for our commercial positioning. The team continues to become stronger, aiming to progress further in the rankings and maintain our momentum in global events. Back-to-back World Cup qualifications are a testament to the path we are on, providing a compelling global narrative for regional brands new to the sport. We are already seeing increased engagement with brands and civic bodies as we head into a vibrant summer of cricket leading up to the World Cup. Brands appreciate leveraging sustained momentum in the sport to develop their long-term sponsorship strategies effectively.

TD Bank is Cricket Canada’s official front-of-jersey sponsor. How did that partnership come to be, and why did you think it would be a good fit?

TD Bank has closely monitored cricket’s rapid growth and positive momentum in recent years, making this partnership a natural fit. As one of Canada’s largest banks, TD sees a big opportunity with cricket, especially with the newcomer segment. Additionally, Cricket’s unique position as a year-round sport ensures continuous brand visibility, providing TD significant exposure across diverse, multicultural communities.

We consistently seek brand partners who align with our vision and invest in our strategic roadmap. TD Bank has championed our initiatives and demonstrated leadership in the space. This year alone, we’ve collaboratively launched three major initiatives—promoting youth engagement, providing free coaching and equipment, and celebrating women in cricket—with additional programs planned for the coming months.

What other brand partnerships are you particularly proud of and why?

We have been fortunate to partner with brands deeply committed to promoting cricket. One standout partnership is with Loblaw’s No Frills & Maxi. Their support spans comprehensive programming, cultural events, and strengthening domestic cricket in bilingual markets. One of the reasons why this partnership is so rich stems from the fact that you can cut across the clutter by championing the home season. With naming rights to all international bilateral cricket to extending the same via integrated programming in domestic events, especially via their French discount label Maxi, worked hand in glove with recent collaboration in Maxi Eastern Championship –  a first-of-its-kind broadcast with French commentary, and bilingual content distribution across Cricket Canada’s owned channels. The brand’s proactive commitment and support have provided robust, practical solutions, making our collaboration rewarding and impactful.

Their commitment has also extended into cultural moments, activating during Diwali last year with national team athletes leading community-focused meet-and-greets. These efforts have made the partnership both rich and resonant grounded in authentic community-first thinking. Together, we’ve built a model for how brands can drive cultural impact while strengthening the domestic cricket ecosystem.

What has the strategy and execution looked like behind the scenes for Cricket Canada & Boundaries North over the past year?

Since we came on board to help market and commercialize cricket, the trajectory has consistently moved upward. Our focus has been to rebuild from the ground up which starts from: strengthening grassroots development while also maintaining a mainstream narrative that captures the diversity, and cultural relevance of cricket in Canada.

On the development front, we’ve worked closely with Cricket Canada to deliver year-round programming, with a significant emphasis on women’s cricket across all age groups. Notably, Cricket Canada became one of the few ICC members globally to roll out the CRIIIO Women’s Program nationwide—an important milestone for inclusive growth and a clear signal of long-term intent.

At the same time, we’ve been bold in bringing cricket into Canada’s mainstream consciousness. We’ve leaned into cultural collaborations—like our partnership with the Juno Music Awards and explored cross-sport opportunities to reach new audiences. A standout moment was our deepened relationship with the Toronto Blue Jays, culminating in the third edition of Cricket Day at the Park at Rogers Centre. Building on from last years ICC T20 World Cup Trophy Tour we doubled down on event day programming, curated pop culture x music moments, and activations that brought cricket into the ballpark.

That activation extended beyond the stadium. In partnership with the Blue Jays’ youth development division, we co-hosted a Cricket x Baseball Youth Clinic, blending the fundamentals of both sports and exposing young athletes from diverse backgrounds to new pathways. It was a powerful prototype for inclusive, multi-sport programming in Canada.

Behind the scenes, our execution has been anchored in a nimble, brand-first approach—where every initiative must deliver both community impact and commercial upside. From jersey redesigns and strategic sponsorships to digital storytelling and civic engagement, our goal is clear: elevate the perception of Canadian cricket and build a long-term, sustainable ecosystem around it.

Is Boundaries North focusing on any specific social media platform when it comes to strategy?

Boundaries North has significantly transformed our approach by adopting a media-first mindset, leveraging the extensive volume of cricket content we produce. We meticulously treat every match, social media post, and partnership announcement as a distinct brand moment, strategically executed to maximize impact and reach.

While we continue to experiment across various platforms, we have seen notable success by positioning our content at the intersection of community and culture. We regularly incorporate timely marketing interjections, including cross-promotions with other sports and creative collaborations with influencers who align with our vision.

Instagram remains our fastest-growing platform due to its vibrant, visual storytelling capabilities. However, we also see significant opportunities in long-form content on YouTube and short-form engagement on TikTok. Additionally, our investments in broadcast programming enable us to curate substantial and engaging content from our domestic cricket circuit, further enriching our digital presence.

What excites you about the current landscape of world cricket?

What’s most exciting is that the world is finally beginning to grasp the true scale and commercial potential of cricket. We’re seeing undeniable signals of growth—from sold-out stadiums at neutral venues to record-breaking broadcast and digital viewership. A prime example is the ICC World Test Championship Final between Australia and South Africa, which delivered massive global audiences and reinforced cricket’s resilience across formats, even in the traditionally longer forms of the game.

In North America, the T20 World Cup 2024—co-hosted by the U.S. and the Caribbean—was a watershed moment. It marked Canada’s debut at a T20 World Cup and introduced millions in this region to the entertainment, energy, and spectacle of top-tier cricket. The shortest format continues to drive exponential growth and new audience acquisition thanks to its pace, accessibility, and cultural resonance.

Perhaps one of the most telling signs of cricket’s global evolution is Italy’s historic qualification for the upcoming T20 World Cup after defeating Scotland—an established Full Member nation with a long cricketing legacy. Italy, an ICC Associate Member only since 1995, achieving such a milestone reflects the rapidly closing gap between emerging and traditional cricketing nations. It’s also a strong indicator of the democratization of competitive cricket and the expanding talent pipeline.

From a sports business lens, cricket now exists at the intersection of live entertainment, digital innovation, and global community-building. With its expanding footprint, evolving formats, and increasingly diverse fan base, this is a transformational era—rich with commercial opportunity and cultural impact.

How do you think your organization is adapting to the digital world of marketing to reach new sports fans?

We’re embracing a digital-first mindset that blends creative storytelling with emerging technologies—particularly AI—to better engage today’s sports fans. Across our teams, we’re continuously evolving, learning, and tweaking our approach to stay ahead of the curve. AI is playing a central role in this transformation, helping us streamline workflows, personalize content, and scale our distribution from live to digital environments with speed and precision.

We’ve been piloting new AI technologies to bridge matchday moments with digital platforms—whether it’s through real-time highlight clipping, automated translations, or smarter partnership tagging. Vertical integration of these tools is proving to be one of the fastest and most scalable growth paths for us.

We’re also actively experimenting with our brand voice across platforms to ensure it remains authentic, inclusive, and culturally relevant—especially for the diverse communities we represent. For us, adapting digitally isn’t a one-time shift; it’s an ongoing process of testing, refining, and innovating to meet fans where they are, with content that feels personal, timely, and impactful.

How has Blinkfire helped you uncover insights that help drive growth and more profitable partnerships?

Blinkfire has fundamentally changed how we demonstrate value to partners—especially in a sport like cricket that spans time zones, continents, and a year-round calendar. With matches taking place almost every month and across multiple formats, Blinkfire’s ability to track exposure across both broadcast and digital platforms is invaluable.

Its AI-powered media valuation tools help us not only monitor real-time brand visibility but also unlock associated digital dollars by capturing and quantifying earned media impressions—something particularly critical given cricket’s global footprint and the high share of organic, fan-driven content.

Through its broadcast tracking, we can now assess how our assets perform not just on social but across linear and streaming environments too—something few tools do well, especially at the pace cricket demands.

The biggest shift Blinkfire enables is moving from anecdotal storytelling to outcome-driven partnership narratives. We no longer just show what we did—we show what it delivered. That level of insight builds trust, strengthens renewal conversations, and allows us to pitch smarter, more profitable partnerships with a clear ROI narrative that resonates with brands and their media teams.

How do you define a “successful partnership” with a brand?

Success in partnerships can be defined in many ways—it’s rarely one-size-fits-all. For some brands, it’s about full-funnel activation: driving awareness, engagement, and conversion. For others, it’s purely about top-of-funnel visibility—owning marquee moments and reaching key demographics at scale.

The definition of success is often brand-specific and, in many cases, shaped by the category a brand operates in. A financial services partner might prioritize trust and long-term community presence, while a CPG brand might focus on mass reach and cultural relevance.

What truly elevates a partnership, however, is intent. When a brand comes in willing to go beyond logo placement—collaborating on ideas, supporting grassroots initiatives, and leaning into the long-term roadmap—we see the most meaningful impact. That shared ambition and willingness to build together turns a sponsorship into a true partnership.

What are you looking forward to the most for the future of Cricket in Canada?

There was a time—not too long ago—when Toronto hosted iconic matches featuring the likes of India and Pakistan. It was, in many ways, a golden era for cricket in Canada. While the landscape has changed dramatically since then, our vision is to reignite that national passion and reshape Canadian cricket from the ground up.

What excites us most is the opportunity to drive meaningful growth across multiple dimensions—sporting performance, community engagement, commercial innovation, and global integration. We’re eager to build on recent milestones like Canada’s first-ever T20 World Cup qualification, using that momentum to climb the ICC rankings and become a consistent presence on the global stage. Sustained performance will unlock new commercial and cultural opportunities. At the grassroots level, we’re focused on scaling women’s and youth programs—especially within Canada’s richly diverse communities. With greater investment in coaching, equipment, and accessible infrastructure, we see enormous potential to nurture the next generation of talent.

Commercially, we’re excited to deepen partnerships with brands that share our vision. With better storytelling tools—powered by platforms like Blinkfire—we’re moving toward data-driven, outcome-focused collaborations that deliver real value and long-term impact.

Finally, as the global cricket ecosystem expands—especially in non-traditional markets—Canada is uniquely positioned to lead. We don’t just want to participate in the global game; we want to help host it, innovate within it, and set new benchmarks for what cricket in North America can look like.

Score Sponsorship Success with Blinkfire

Harnessing the power of cutting-edge AI and computer vision, Blinkfire is unlocking a new era of sponsorship intelligence. From social feeds to streaming broadcasts, our technology gives rights holders, media companies, and brands laser-focused clarity on their sponsorship impact. Real-time insights fuel smarter decisions, turning every fan interaction into an opportunity to amplify engagement and maximize value.

Written by Parker Swartz
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September 24, 2025
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