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ICC signs Bira 91 deal, US tech brands to step up in 2019

LONDON, ENGLAND - JUNE 09: Virat Kohli of India batting during the Group Stage match of the ICC Cricket World Cup 2019 between India and Australia at The Oval on June 09, 2019 in London, England. (Photo by Andy Kearns/Getty Images)

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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