ICC signs major partnership with craft beer brand

The International Cricket Council has entered a global partnership with Indian craft beer brand Bira 91.

The five-year deal runs until 2023 and names Bira 91 as the official sponsor of a number of ICC tournaments, including the Cricket World Cup, T20 World Cup, World Test Championship, U19 Cricket World Cup and the Women’s Championship.

The deal marks Bira 91’s first move into sports sponsorship. The brand will integrate the partnership across broadcast and digital platforms, and in-venue activations at all ICC events through their range of products.

Ankur Jain, founder and chief executive of Bira 91, said: “The ICC partnership is a key moment for Bira 91 as we embark on creating the first global consumer brand to come out of India. A generational ‘change of guard’ in beer is underway as consumers shift towards beers with more colour and flavour.

“World cricket is undergoing a similar generational change as it expands to more dynamic formats, newer geographies and consumers. We are excited to be part of the ‘greatest celebrations of cricket’ on the international stage and adding consumer experience driven activations by our innovative and delicious beers.”