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Uber continues ICC relationship with World Cup deal

Personal mobility company Uber has furthered its association with the International Cricket Council by signing up as an Official Sponsor of the 2019 World Cup.

The partnership makes Uber the first mobility and food delivery app to strike a sponsorship deal with the ICC for the men’s World Cup, which this year will be played in England and Wales from May 30 to July 14.

Uber has launched a campaign, ‘This World Cup, Every Fan Wins’, to back its sponsorship, including the tournament’s first anthem – ‘Way-O, Way-O’.

The World Cup agreement follows on from a partnership Uber signed with the ICC in November centering on the first ever standalone Women’s World T20 tournament in the West Indies.

As part of this partnership, Uber rolled out the #JerseyKnowsNoGender campaign in collaboration with sports personalities from different fields to encourage women’s participation in sports and to also generate support for the event.

ICC chief executive Manu Sawhney said: “Their commitment to cricket was clear during last year’s ICC Women’s T20 World Cup where the brand brought to life some of the wonderful stories behind the players with the #RoadSheMade campaign. Uber has some equally exciting plans for this summer’s event and shares our ambition to make this the greatest celebration of cricket ever.”