Indian streaming platform inks multi-year partnership.
English county cricket club Yorkshire has signed a new partnership with Indian streaming platform Clean Slate Studioz. The partnership marks the one of the club’s first international deals since the racism row that hit the club last year and saw a host of sponsors such as Anchor Butter, Nike, Yorkshire Tea and Emerald Publishing, terminating end ties with it.
The partnership with Clean Slate will see the Indian streaming platform join as the Principal Partner of the YCCC, including their women’s team, the Northern Diamonds. Clean Slate will also serve as the title sponsor of Yorkshire’s Headingley ground, becoming the first-ever Indian firm to have naming rights at a UK sporting venue. The two-year deal also sees Clean Slate secure on-pitch inventory for all YCCC games along with presence on the matchday jerseys and training kits of the Northern Diamonds.
Amreesh A. Chandra, Co-Founder of Clean Slate Filmz, commented:
“With India and the UK being at the cusp of drafting a historic trade and business relationship, the partnership between YCCC and Clean Slate reflects the vision of the two governments. The partnership also reflects India’s leadership and global vision during its 75th anniversary of independence. We believe we are acting as a catalyst for increased sports venue sponsorship in the UK by Indian companies, to strive for the level of success enjoyed by the Middle East in the recent decade.”
Karnesh Ssharma, Clean Slate Filmz and Clean Slate Founder, added:
“We’re incredibly proud to partner with Yorkshire and to be the first Indian company to have their name prominently featured within a UK sports ground. Clean Slate puts inclusivity and diversity at the fore of its entertainment roster, and we truly believe that our entertainment vision and values align with that of Yorkshire County Cricket Club moving forward. Our ambition is to help make the Headingley venue a beacon for equality and inclusivity in Yorkshire and the sport in general. We are looking forward to a great partnership with the club.”
Lord Patel, Chairman of the Yorkshire County Cricket Club, stated:
“This new partnership – with a vibrant Indian brand that knows how to entertain diverse communities – is an exciting step for Yorkshire. Our proud Club has a great future, welcoming everyone into our ground and this game and our new partners are champions of inclusivity, diversity, and equity. We are excited to have this new and ground-breaking partnership and to see the commitment to the women’s game. As this relationship develops, it will bring further opportunities to our members, our communities and our teams and we are excited and energised by having Clean Slate alongside us.”
Darren Gough, Managing Director of Cricket and former captain, said:
“Headingley has always been ground like no other and we welcome Clean Slate into our home. As a proud Yorkshire captain and an England international, I’ve seen and felt first-hand the incredible atmosphere on our ground. So I’m looking forward to seeing how the creativity, experience and values that Clean Slate brings can take us forward, on and off the pitch, from the first day of this season.”
Last year, the YCCC had come under heavy fire after its former player Azeem Rafiq accused the club of racial harassment and bullying, which the club accepted. The YCCC was then banned from hosting international fixtures. Only after structural reforms and ratification against Lord Patel, the chair, the ban was lifted.
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