The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.
SportBusiness Sponsorship understands the escalator deal is worth an average of more than $5.5m (€4.8m) per year, over five years from 2019 to 2023, and places the brand in the ICC’s mid-tier Official Partner position. This is shared with one other brand – money transfer company Moneygram.
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