The Australian cricketers' union is trying to woo both "approved" sponsors and their rivals, in a bid to get a jump on Cricket Australia in their stalled pay deal negotiations.

The union has confirmed to the ABC that it is not only seeking to sell the rights to players' images to rivals of Cricket Australia's "protected sponsors", but they are also courting the current sponsors.

If the union secures a deal, it would pull the rug from under CA's feet as the pay deal crisis drags on.

While it has also been reported the union is shopping the rights overseas, the ABC has learned the challenge is also closer to home, with approaches to Australian sponsors as well.

But just how close the Australian Cricketers' Association is to any such deal is not known.

One senior player says he first learnt of the approaches to India in the media. It beggars belief such a move would proceed without consultation or at least notice to the players.

And it would be typical of the way this crisis has been conducted that this is an early salvo designed to leverage more power at the negotiating table.

The players handed over their group licensing rights to a new company called The Cricketers' Brand, formed by the union, in the lead-up to the June 30 expiry date for the last MOU.

While players and their agents have retained some rights to sell their individual images, the ability to make money from the team's image, though sponsorships and appearances, has been handed to the union's company.

Cricket Australia has played down news that Mitchell Starc has signed with a car sponsor that is not the official car sponsor, and it is true that many players already have similar deals.

The difference is that once upon a time — last month — the players needed CA's approval. Now, those out of contract, which is most of the playing group, don't.

If it is true, as seems likely, that sponsors, broadcasters and agents will force the parties to the table, then maybe the prospect of losing lucrative rights will see some progress this week.

Of course, we have been saying that for weeks.