International Cricket Council (ICC) extends Royal Stag deal

The International Cricket Council (ICC) has announced a partnership extension with Indian whiskey brand Seagram’s Royal Stag, thus renewing the partnership for a further four years.

The new deal will have Royal Stag on board the world cricket-governing body’s portfolio as a sponsor until 2027. Royal Stag will continue acting as an Official Supporter of the ICC and partner for its men’s and women’s events.

The partnership first kicked off in 2018, initially set to run until 2023. 

Speaking about the Royal Stag extension, Anurag Dahiya, Chief Commercial Officer, ICC, commented:

“The ICC is delighted to extend its partnership with Royal Stag for a further four years. I am excited for us to partner with a brand like Royal Stag, a global leader in their field, to work together on redefining the fan experience and bringing people closer to the game than ever before.“

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, added:

“Royal Stag has always stood by its brand philosophy of ‘Live 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 association with the sport, creating a huge impact on cricket fans across the country. We are delighted to renew our partnership with the ICC as it enables the brand to continue delivering ‘Live It Large’ experiences to die-hard cricket fans everywhere.“