Indian EdTech giant BYJU’S has extended its partnership with the BCCI, which will see the company continue on as a shirt sponsor for the Indian national cricket team.
The extended 18-month deal is reported to be worth US$55 million. BYJU’S had initially joined as Team India’s front-of-shirt sponsor in 2019, replacing smartphone brand OPPO.
ITW Universe, a global sports, future media and entertainment consulting firm, was the one that made the partnership between the BCCI and BYJU’S possible.
Nikhil Vyas, Co-founder and CEO of ITW Mworx, commented:
“India’s most valuable and prestigious sports sponsorship. It’s an iconic and most impactful sporting property like no other and BYJU’S have had a tremendous first term in terms of the exposure they have garnered. A global education company such as BYJU’S understands the value of associating with a national team representing a passionate fan base of 1.4 Billion people globally, using it as a key resource to leverage throughout the year.
“I am delighted that they have decided to extend their association for another term. We feel it’s a natural fit and in BYJU’S & Indian Cricket we see a lot of synergies and a common passion for the sport.“
Bhairav Shanth, Co-founder of ITW Universe, added:
“This was a unique and ground-breaking deal when it was announced and the extension only vindicates our original assessment that a learning app and cricket actually have a lot in common both in terms of philosophy and in terms of a strategic marketing opportunity.“
The extended partnership between the BCCI and BYJU’S got underway with Team India’s recently concluded home series against South Africa.
Apart from the BCCI, BYJU’S also has a global partnership deal in place with the International Cricket Council, which is currently set to run until the end of 2023.
