Sporting Frontiers is a diversified group present in China, Thailand, New Zealand, Australia, South Africa, UK and Hong Kong. Sporting Frontiers looks at activities that encompass all sports. It also has an arm - Sporting Frontiers Cricket - that concentrates exclusively on cricket.

Having already completed a marketing and licensing agreement with the Australian Cricketers Association (ACA), Sporting Frontiers will now look at the Indian sub-continent for sports marketing, player management, broadcast rights, television content, sponsorship acquisition, sponsorship management consultancy, event creation and management.

According to Sporting Frontiers Cricket and Sporting Frontiers India chief executive officer Mr Neil Maxwell: "Sporting Frontiers plans to invest $10 million on the marketing and advertising initiatives and launch advertising campaigns this month."

As regards marketing strategies, Mr Maxwell says: "Sporting Frontiers has bought the instadia rights of 14 out of the 20 international cricket venues in the country. Under the terms of this multi-million dollar agreement, the company will sell category exclusive advertising packages across all avenues. Sporting Frontiers will promote a selling strategy that provides corporates with a clear `share of voice'. It has also acquired signage rights (5 years) to 14 premier cricket avenues in India."

Adds Mr Maxwell: "Sporting Frontiers India will provide selling advantage over other sports marketing companies. The management has an unparalleled level of experience in the administration and marketing of sporting organisations around the world. It consists of a healthy balance of high- profile athletes who provide a perspective on marketing opportunities from within the game."

Says Sporting Frontiers Cricket and Sporting Frontiers India director Mr Steve Waugh, also known as `The Iron Man and Ice Man of world cricket': "I have been extremely fortunate to have played international cricket for such a long time and I don't intend to give up. However, my time in sports has exposed me to a broad range of business opportunities and I'm keen to explore a number of these with Sporting Frontiers India."

Says Mr Waugh: "Sporting Frontiers India will focus on a number of marketing and advertising initiatives encompassing both domestic and international markets."

Says Sporting Frontiers worldwide chief executive Mr Simon Halden: "Sporting Frontiers' major shareholder is UK-based, private equity investment company - Pacific Investments. Pacific Investments operates across several business areas, including sport, entertainment, healthcare, property and funds management."