The International Cricket Council (ICC), which has its headquarters in Dubai, is cricket’s international governing body. Representing 108 members, the ICC controls and oversees the game of cricket and collaborates with its members to advance the sport.
The ICC is in charge of the game’s Code of Conduct, the playing field and the Decision Review System among additional regulations. All match officials at all recognised international matches are also appointed by the ICC. The body also carries out action against corruption and match-fixing through the Anti-Corruption Unit.
In this article, we look at the organisations enjoying a strong branding presence across the ICC’s physical and digital assets as its official sponsors and partners.
Nissan is a Japan-based multinational automobile manufacturing company founded in 1933. The company sells its products under Nissan, Infinity, and Datsun brands and has a presence worldwide.
In October 2015, Nissan and the ICC announced an eight-year partnership to make the former a Global Partner of the former. The agreement, which runs until 2023, sees Nissan serve as a global sponsor of all ICC-affiliated tournaments, including the ICC Cricket World Cup, the ICC Champions Trophy, the ICC World Twenty20 as well as Under 19 and Women’s Cricket and Qualifying events.
Apart from the ICC, Nissan’s sports sponsorship portfolio includes the UEFA Champions League and the Rio 2016 Olympic and Paralympic Games among several other international teams, athletes and competitions.
Oppo is a Chinese telecommunications company founded in 2004 and headquartered in Dongguan, Guangdong. It has sponsored many sports teams and competitions in the past.
Oppo and the ICC first partnered in 2015 on a four-year deal, the former becoming the Official Mobile Handset and Headset partner of the latter. In December 2019, the two parties extended their deal until the end of 2023. This deal makes Oppo the Official Mobile Handset and Headset partner of the ICC and all ICC-associated events, starting with the ICC U19 Cricket World Cup, both the Men’s and the Women’s T20I World Cups, and the ICC ODI World Cups.
MRF was founded in 1946 as a small toy balloon unit; in 1960, the company launched MRF Tyres by entering a technical collaboration with Tire & Rubber Company USA.
The ICC and MRF Tyres announced a four-year deal in january 2016, confirming MRF Tyres as a Global Partner for ICC events from 2016 to 2020. This deal, making MRF tyres the official automotive partner of the cricket governing body for all its events, was further extended by both parties.
Booking.com is a Dutch online travel agency headquartered in Amsterdam and founded in 1996. In March 2019, it signed a strategic five-year deal with the ICC. As per the deal, the travel agency serves as the exclusive accommodation and attractions booking partner for all ICC events. The ICC with Booking.com also started ‘Ultimate Cricket Stay’ for fans to experience a unique trip to matches.
Byju’s is an Indian edtech company founded in 2011. It became the main sponsor of the Indian national cricket team in 2019 and is also set to be a sponsor of the 2022 FIFA World Cup.
Byju’s announced in February 2021 that it had agreed with the ICC a deal to become a global sponsor in a deal reportedly worth around ₹120-130 crore. Byju’s signed this three-year deal with the ICC at a time when India was set to host the T20I World Cup in 2021 and the ICC World Cup in 2023.
As a Global Partner, Byju’s holds extensive in-venue, broadcast, and digital rights across all ICC events.
Emirates is a UAE flag carrier, a subsidiary of The Emirates Group which is owned by Investment Corporation of Dubai. Emirates is a big name known across the world in sports and has been sponsoring several big teams and competitions for over a decade now.
Emirates first sponsored the ICC in 2002. In 2007, it strengthened its relationship with the ICC and became the official sponsor of the international body’s elite panel of umpires and match referees from 2007 to 2015.
In 2016, the ICC and Emirates renewed their deal and extended it to 2023 in a seven-year agreement. With this extended deal, Emirates continues its sponsorship of the Emirates Elite Panel of ICC Umpires and Match Referees, with its famous logo displayed prominently on the umpires’ clothing when they are officiating at ICC matches.
Bira91 is an Indian craft beer brand manufactured by B9 Beverages Pvt Ltd, launched in 2015. It also sponsors Indian Premier League side Delhi Capitals.
In November 2018, Bira91 entered into a five-year partnership with the ICC, which is set to run until 2023. As per the deal, Bira91 serves as an official sponsor of ICC global tournaments, including the ICC Cricket World Cup, the ICC T20I World Cup, the ICC World Test Championship, the ICC U19 Cricket World Cup and the ICC Women’s Championship. Bira91 integrates the partnership across broadcast and digital platforms as well as in-venue activations at all ICC events through its range of products.
Coca-Cola is an American multinational beverage company founded in 1886. One of the most iconic names in the beverage industry, Coca-Cola is also known for its variety of sponsorships across the world, especially in the sports industry.
Coca-Cola took a big step in the cricketing world by announcing a five-year deal with the ICC in July 2019. This partnership, currently set to run until 2024, includes all ICC events around the world, including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20I World Cups in Australia, the ICC Women’s World Cup 2022 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 among other global tournaments.
Upstox is an online investment brand based in Mumbai, founded in 2010.
Upstox and the ICC agreed to a partnership deal in 2021, set to run until 2023, which makes Upstox an official partner of the international cricket-governing body.
BharatPe is an offline acquirer of merchants, providing a QR code for UPI payments, a POS machine for card acceptance, and loans to small merchants. The company was founded in 2018 and is headquartered in New Delhi, India.
BharatPe agreed to a partnership with the ICC in June 2021 on a three-year deal to become its official partner. As per the agreement, BharatPe promotes the association across broadcast and digital platforms and execute in-venue brand activations at all the ICC events until 2023.
The key tournaments include the upcoming ICC World Test Championship (Southampton, UK 2021), Men’s T20I World Cup (India 2021), Men’s T20I World Cup (Australia 2022), Women’s World Cup (New Zealand 2022), U19 Cricket World Cup (West Indies 2022), Women’s T20I World Cup (South Africa 2022), Men’s Cricket World Cup (India 2023) and the 2023 World Test Championship.
FTX is a Bahamian cryptocurrency exchange incorporated in Antigua and Barbuda and headquartered in the Bahamas. FTX has been active in the sports sponsorship space in 2022, having agreed on significant deals with the likes of the Mercedes Formula One team and Major League Baseball (MLB) as well as naming rights to the National Basketball Association’s (NBA) Miami Heat’s home arena.
In October 2021, FTX and the ICC agreed to a multi-year deal. As per the deal, FTX sponsors all of the global cricket governing body’s events up to the 2023 men’s Cricket World Cup in India. The contract includes the ICC Cricket World Cups and the Twenty20 World Cups for both men’s and women’s teams, plus the men’s U19 Cricket World Cup as well as the men’s Cricket World Cup Qualifiers.
Nium is a fintech company with a global platform for modern money movement whose payment and card issuing solutions serve businesses. Nium was founded in 2015 and is based in Mumbai, India.
The ICC announced in October 2021 that it was inking an agreement with the fintech company, making Nium its official fintech infrastructure partner. As an official partner of the ICC, Nium promotes its association across broadcast and digital platforms and executes unique fan and client activations at ICC events. This partnership enables Nium to engage the global cricket-loving fanbase with innovative campaigns that highlight the power of fintech in helping make the global money movement faster, safer, and easier.
Star Sports is a sports broadcasting network founded in 1991. The Walt Disney Company India acquired Star Sports in 2019 for the Indo-Pacific region.
After a thorough tender process, the ICC awarded Star Sports the global broadcasting rights for all ICC events from 2015 through 2023. This included exclusive live and highlights rights across all platforms for all major ICC events: the ICC Cricket World Cup and its qualifiers, the ICC Women’s World Cup, the ICC World Twenty20 and its qualifiers, the ICC Champions Trophy and the ICC Under-19 Cricket World Cup.
Royal Stag is an Indian brand of whiskey launched in 1995. The liquor company has a very old sports sponsorship portfolio, having sponsored the likes of the West Indies cricket team, the Delhi Capitals and the Royal Challengers Bangalore.
Pernod Ricard India Pvt Ltd, maker of Royal Stag, signed a five-year global partnership with the ICC in December 2018. The deal was estimated to be worth US$5-6 million per year.
As an official partner, Royal Stag has a comprehensive presence across broadcast, digital and on-ground activations of all ICC global tournaments, including the 2019 World Cup, the T20I World Cups, the World Test Championship, the U19 World Cup and the Women’s World Cup.
Orlando Wines, an Australian company, was founded in 1847 and is well known for its wine brand Jacob’s Creek, first released in 1976.
In June 2021, Jacob’s Creek announced that it had partnered with the ICC, becoming its official wine partner. The three-year-long strategic partnership began with the inaugural World Test Championship Final 2021.
As the official wine partner of the ICC, Jacob’s Creek boasts exclusive pouring rights at all ICC events, including branding at in-stadia bars and stadiums as well as digital broadcast advertising.
Dream11 is an Indian fantasy sports platform founded in 2008 that allows users to play fantasy cricket, hockey, football, kabaddi, handball and basketball.
In November 2018, Dream11 announced its exclusive worldwide partnership with the ICC, becoming its Official Fantasy Game Partner until 2023.
With Dream11, cricket fans have the opportunity to select their fantasy teams once the official team squads are announced for all ICC global events. In addition to this, Dream11 is also integrated across all branding and marketing content for ICC events.