The Board of Control for Cricket in India (BCCI) has announced the launch of the #HalkeMeinMattLo campaign in partnership with Mastercard.
The campaign is focused around promoting gender equality both on and off the pitch and will tell the stories of Indian cricketers such as Shafali Verma, Harleen Kaur Deol and Renuka Singh and their struggle and success with an aim to promote the women’s game in the country. The campaign will be launched during India’s home series against Australia, which kicks off from December 9 and will last till December 20, 2022.
The Indian team, led by Harmanpreet Kaur, will take on Alyssa Healy’s Australian side in a five-match T20I series.
Jay Shah, Honorary Secretary, BCCI, commented:
“India and Australia are among the top teams in world cricket and the contests between these teams have been quite thrilling. Each of their last few games has gone down to the wire and I am sure we will get to witness some top-quality cricketing action in Mumbai as the two teams meet again. We are happy to partner with Mastercard for the campaign, which will bring out the stories of hard work, sacrifices and dedication. We want to encourage young girls to pursue cricket as a passion and a career option.“
Julie Nestor, Senior Vice President and Head of Marketing & Communications, Asia Pacific, Mastercard, added:
“Mastercard has been striving to make sports more inclusive globally. Cricket is the most celebrated sport in India. We commend the BCCI for its inclusive pay policy and are delighted to actively support women’s cricket as part of the overall sponsorship of the BCCI home series matches. Collaborating with the BCCI to promote women’s cricket is an extension of Mastercard’s larger commitment to address gender biases and encourage women’s participation in sports.”
Mastercard recently acquired all Title Sponsorship rights for BCCI international matches (both men’s and women’s), which will be held in India.
Along with the title sponsorship rights for the international games at home, Mastercard also holds the rights for domestic tournaments such as the Irani Trophy, the Duleep Trophy, and the Ranji Trophy along with all junior cricket (Under 19 and Under 23) matches which are held in India.
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