DUBAI: The International Cricket Council (ICC) has announced a five-year agreement with Royal Stag, confirming the Indian whiskey brand owned by Pernod Ricard as official sponsors of cricket’s international events, including the upcoming big-ticket calendar events – the World Cup, T20 World Cup and World Test Championship.
The partnership, which runs through 2023, confirms Royal Stag as official sponsors of cricket’s international events, including the upcoming big-ticket calendar events – the ICC Cricket World Cup, ICC T20 World Cup and ICC World Test Championship.
Cricket has always been central to Royal Stag’s brand communication. Over the years, the brand’s continuous association with the world’s top cricketers has bolstered its engagement with cricket lovers across the country.
The announcement follows on from the ICC late last month sealing a five year agreement with Indian craft beer brand Bira 91, making it the first Indian beverage brand to strike a global sponsorship deal with cricket’s world governing body.
For the record, Australian wine brand Wolf Blass is the ICC’s official wine partner.
While financial terms were not disclosed, Mint, quoting sports marketing experts, put the deal value in the $5-6 million per year ball park.
ICC’s global partners, such as carmaker Nissan Motor Co. Ltd, smartphone maker Oppo Co. Ltd, MRF Tyres Ltd and Emirates Airlines are estimated to be paying between $6 million and $8 million a year, the financial daily quotes the same experts as indicating.
Commenting on the agreement, Pernod Ricard India CEO Kartik Mohindra said: “Royal Stag has always stood by its brand philosophy of ‘Make It Large’ – inspiring people to dream large and be the creators of their own destiny. Our journey with cricket started in 2000 and since then we have only strengthened our brand associations with the sport, creating a huge impact on cricket fans across the country.“Our aim is to share the excitement of the game with cricket fans around the world. Partnering with ICC, one of the most coveted sports bodies in the world, allows us to deliver a truly ‘Make it Large’ experience for die-hard cricket fans, especially with the ICC Men’s Cricket World Cup around the corner.”
Guillaume Girard-Reydet, MD, Pernod Ricard India, added: “We are delighted to have partnered with the prestigious International Cricket Council for the coming five years. We are looking forward to an action-packed partnership, which includes two events in India. As India gets ready to host these upcoming tournaments, this partnership firmly cements our position in the international sports arena. We continue to stay committed to the sport and cherish the spirit of the game.”
ICC CEO Dave Richardson noted: “The ICC is pleased to welcome Royal Stag on board as our proud partner. We look forward to working together for the next five years in delivering a meaningful experience to the one billion plus adult cricket fans across ICC global events.”
