MUMBAI: Second time lucky? Leading US-based investment firm 27th Investments-backed 27th Sports have signed a long term exclusive commercial rights deal with the Road Safety World Series (RSWS) from the second edition onwards.
The Road Safety World Series is an annual T20 cricket event of the legends where players like Sachin Tendulkar, Brian Lara, Virender Sehwag, Yuvraj Singh, Sanath Jayasuriya, Brett Lee, Jonty Rhodes and many more, play to create awareness towards road safety in the country and around the world.
It bears noting that this is the second effort by 27th Investments to enter the cricket ecosystem, after their spectacularly short-lived tenure as owner of the Colombo franchise of the Lankan Premier League. The company had backed out of the LPL barely a week ahead of the December 5 2021 kick-off of the tournament. At the time it was thated that the firm had withdraws from the tournament “after the parties were not able to come to a conclusive financial and logistical understanding”.
Coming back to RSWS, the annual T20 cricket tournament, which completed its first edition during February-March last year, is now technically the first mega project of 27th Investments’ recently launched $100 million sports fund, 27th Sports.
This deal with the Road Safety World Series, makes 27th Sports the sole right holders to negotiate and sell central sponsorships rights for one of the most sought after cricket events in the sporting calendar.
Indian origin investment professional Anil Damani is the CEO and president of the Atlanta-based 27th Investments.
Director of RSWS, Janak Shrirangrao Tekale, said: “We are happy to welcome 27th Sports as our exclusive commercial rights partner for the Road Safety World Series and I am sure, they will strive to work towards generating valuable opportunities and provide innovative solutions through cognitive collaboration offerings.”
Excited about its maiden project, 27th Sports co-founder and CEO Sangeet Shirodkar said: “Unlike other T20 franchisee leagues, the Road Safety World Series has a huge global appeal with legends of all cricket playing nations in the fray. It is unique and one of its kind cricketing event which not only brings the Gods of Cricket back to the field again, it also spreads a very important message of creating awareness towards road safety. I am extremely excited at the marketing possibility of the league and I am looking forward for a successful long-term association with RSWS.”
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