Kshitij OjhaThis article contains information about the organisations serving as sponsors and brand partners to the 2023 ICC Women’s T20 World Cup and enjoying a strong branding presence across the tournament’s physical and digital assets.
GLOBAL PARTNERS
Nissan
The Yokohama-headquartered Japanese automobile manufacturer and the International Cricket Council (ICC) signed an eight-year collaboration agreement in October 2015, Nissan becoming the ICC’s international partner.
As per the deal, Nissan serves as a global sponsor of all major ICC international competitions — both men’s and women’s. The deal is set to run to until 2023.
Bira91
B9 Beverages Pvt Ltd introduced craft beer brand Bira91 in 2015. Bira91 and the ICC signed a five-year cooperation agreement in November 2018 that will last through 2023.
Bira91 has been named the official sponsor of all ICC international competitions, including the ICC Women’s Championship, the ICC Cricket World Cup, the ICC T20 World Cup, and the ICC World Test Championship. Bira91 utilises the collaboration across broadcast and digital platforms as well as in-venue activations at all ICC tournaments.
MRF Tyres
The Chennai-headquartered Indian tyre manufacturing company signed a four-year deal with the ICC in January 2016. This deal was later extended by both parties.
The agreement with the ICC makes MRF Tyres the cricket governing body’s official automobile partner for all its events.
Oppo
The Chinese telecommunications firm headquartered in Dongguan, Guangdong and the ICC first collaborated in 2015, signing a four-year agreement that made Oppo the ICC’s official mobile handset and headset partner. The two companies extended their agreement to the end of 2023 in December 2019.
This agreement establishes Oppo as the official mobile handset and headset partner of the ICC and all its events, including the U19 Cricket World Cup, followed by the Men’s and Women’s T20I World Cups and the ODI World Cups. Oppo is also set to be the official handset partner of the 2023 ICC Women’s T20 World Cup, providing the competition with cellular support.
Byju’s
The Bangalore-based Indian EdTech platform announced in February 2021 that it had reached an agreement with the ICC to become one of its Global Partners in a deal reportedly worth ?120-130 crore.
Byju’s three-year contract with the ICC grants the company comprehensive in-venue, broadcast, and digital rights across all ICC events.
Booking.com
Booking.com is a Dutch online travel firm based in Amsterdam that was started in 1996. In March 2019, the ICC and Booking.com announced a five-year strategic partnership, as per which the travel agency would become the exclusive lodging and attractions booking partner for all ICC events. The two parties also launched “Ultimate Cricket Stay” to provide fans with a one-of-a-kind match-day experience. Booking.com also works with the ICC management team to arrange staff and official travel during official ICC events.
Emirates
Emirates was created in 1985 as a subsidiary of The Emirates Group, which is owned by the Investment Corporation of Dubai. Emirates is a household name in sports, having sponsored various major teams and contests for more than a decade.
Emirates began sponsoring the ICC in 2002; in 2007, it expanded its association with the ICC. From 2007 to 2015, Emirates was the official sponsor of the ICC’s elite panel of umpires and match referees.
The ICC and Emirates renewed their contract in 2016 and extended it through 2023 with a seven-year extension. Emirates continues sponsoring the Emirates Elite Panel of ICC Umpires and Match Referees as per the agreement.
Aramco
Armanco, a Saudi Arabian oil and chemical firm, formed a global collaboration with the ICC in October 2022. As part of the partnership, Aramco sponsors all significant men’s and women’s ICC events through the end of 2023, including the ICC Men’s T20 World Cup in Australia in 2022, the ICC Women’s T20 World Cup in South Africa in 2023, the ICC World Test Championship Final in the UK in 2023, and the ICC Men’s Cricket World Cup in India in 2023.
BROADCASTING PARTNER
Star Sports
Star Sports is a sports television network that was established in 1991. Star Sports was acquired by The Walt Disney Company India in 2019 for the Indo-Pacific region. Following a competitive bidding procedure, the ICC granted Star Sports the global broadcasting rights to all ICC events from 2015 until 2023. This comprised exclusive live and highlights rights for key ICC events, such as 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 across all platforms.
Star Sports holds the key global broadcasting rights to the 2023 ICC Women’s T20 World Cup, which will be available digitally via Disney+ Hotstar, Star Sports’ proprietary OTT platform, in the Indo-Pacific region.
CATEGORY PARTNERS
Royal Stag
Royal Stag is an Indian whisky brand that debuted in 1995. The liquor corporation has a long history of sports sponsorship, having sponsored teams such as the West Indies cricket team, the Delhi Capitals, and the Royal Challengers Bangalore in the Indian Premier League, among others.
Pernod Ricard India Pvt Ltd, the creator of the Royal Stag whisky brand, agreed to a five-year global relationship with the ICC in December 2018. The deal was reportedly worth US$5-6 million each year.
As an official partner, Royal Stag has presence throughout all ICC global championships.
Coca-Cola
Coca-Cola is a multinational beverage corporation based in the US that was started in 1886. One of the most recognisable names in the beverage sector, Coca-Cola is also known for a wide range of sponsorships around the world, particularly in the sports industry.
In July 2019, Coca-Cola announced a five-year contract with the ICC. This partnership extends through 2024 and includes all ICC events worldwide.
FanCraze
In January 2022, the ICC and FanCraze launched Crictos, the official and exclusive digital collectibles range that captures some of the greatest and most memorable moments in international cricket.
Crictos, which uses cutting-edge blockchain technology to enable fans to own the best plays from ICC events, allows fans to acquire and sell their own slice of cricket history. The digital art brand collaborates with the ICC to create iconic imagery.
Upstox
Upstox is a Mumbai-based internet investing firm that was started in 2010. Upstox and the ICC have in place a cooperation agreement set to run from 2021 to 2023, making Upstox an official partner of the cricket organisation.
Tyka
Tyka, an Indian sportswear brand, was selected as the official clothing provider of the 2021 ICC Men’s T20 World Cup in October 2021. Tyka has handled the ICC events’ match official uniform and staff gear since then, and it will do so again for the 2023 ICC Women’s T20 World Cup.
BharatPe
BharatPe is an Indian fintech company that offers a QR code for UPI payments, a POS system for card acceptance, and small commercial loans. The company was established in 2018 and is based in New Delhi, India.
BharatPe announced in June 2021 a three-year agreement with the ICC to become one of its official partners. According to the agreement, BharatPe promotes the association on television and digital media, as well as carry out in-venue brand activations at all ICC events till 2023.
Nium
Nium is a fintech startup that provides payment and card-issuing solutions to businesses through its global platform for modern money mobility. Nium was established in 2015 and is headquartered in Mumbai, India.
In October 2021, the ICC announced an agreement with Nium to become its official fintech infrastructure partner. Nium, as an official partner of the ICC, advertises its affiliation across broadcast and digital media, as well as carry out special fan and client activations at all official ICC events.
Jacob’s Creek
Orlando Wines, an Australian firm founded in 1847, is best known for its Jacob’s Creek wine brand, which was introduced in 1976.
In June 2021, Jacob’s Creek announced a partnership with the ICC, becoming the cricketing organisation’s official wine partner. The three-year strategic relationship began with the inaugural World Test Championship Final 2021. Jacob’s Creek holds exclusive pouring rights, branding at in-stadium bars and stadiums, and digital broadcast advertising at all official ICC events.
Dream11
Dream11 is a 2008-founded Indian fantasy sports platform that allows players to play fantasy cricket, hockey, football, kabaddi, handball and basketball.
In November 2018, Dream11 announced its exclusive global collaboration with the ICC as its Official Fantasy Game Partner until 2023. Cricket fans can use Dream11 to create fantasy teams for all official ICC global events when the official team squads are announced. In addition, Dream11 is also integrated into all ICC event branding and marketing collateral.
SOCIAL MEDIA PARTNER
Cricket for Good
Cricket for Good is a worldwide community outreach effort started by the ICC with the purpose of harnessing cricket’s great influence and power to better the lives of children and families all over the world.
Cricket for Good and the United Nations International Children’s Emergency Fund (UNICEF) announced a five-year CSR relationship in October 2015. Through this collaboration, the ICC aims to utilise its platform to advocate for children in India and other countries, where cricket is popular. During ICC Events, Cricket for Good collaborates with a local community organisation and ICC commercial partners to support activities that benefit children.
