Partners sign on as World Twenty20 swings into action

Video streaming platform Hotstar, which is owned by pay-television broadcaster Star India, has agreed a sponsorship deal for the 2016 World Twenty20, while the national team cricket tournament has also teamed up with Indian home shopping television channel HomeShop18.

Hotstar has agreed a deal with the International Cricket Council, the sport’s global governing body, to become an associate sponsor of the 2016 World T20, which got underway earlier today (Tuesday) in India.

As part of the agreement, Hotstar, which also holds exclusive digital rights for the tournament, will receive in-ground advertising exposure during matches.

“With the extension of the relationship to include sponsorship, Hotstar will now have the opportunity to engage and interact with the in-stadia cricket enthusiasts,” ICC chief executive David Richardson said.

Meanwhile, HomeShop18’s agreement with the ICC names the channel the first-ever official TV shopping partner of the World T20. To mark the agreement, the channel yesterday launched a range of tournament-branded t-shirts.

The World T20 concludes on April 3. Sri Lanka is the reigning champion, having defeated India in the final in Bangladesh two years ago.