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ICC set to unbundle women’s sponsorship rights in next commercial cycle

(Photo by Hannah Peters/Getty Images)

  • Decision part of new framework for next rights cycle
  • ICC focused on greater value from premium events
  • 2022 Women’s World Cup the most viewed women’s cricket competition in history
The International Cricket Council is set to unbundle the sponsorship rights to its women’s properties for the start of its next eight-year cycle from 2024 to 2031, as it makes greater investment in women’s cricket a top priority.

Speaking to SportBusiness Sponsorship, ICC commercial director Nick Pinder said the breaking of numerous records regarding attendance and viewership of ICC Women’s World Cups in the past few years illustrated a strong rationale for the new approach.

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