Cricket

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For the 2019-20 Big Bash League and WBBL, Sanitarium cereal brand Weet-Bix set out to celebrate the moments when its ‘Weet-Bix Kids’ player ambassadors first fell in love with cricket.

Leveraging its rights as the title sponsor of IPL franchise Royal Challengers Bangalore, Royal Challenge’s 2019 IPL campaign challenged gender stereotypes in cricket.

During the 2018-19 Big Bash, dog food brand Nature’s Gift leveraged its rights as an official partner of the Sydney Sixers via a three-stage activation linking dogs and cricket.

Coca-Cola India leveraged its 2019 ICC Cricket World Cup sponsorship in the Indian market with a 100-day, multi-phase activation programme.

Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.

Twenty20 cricket competition the Caribbean Premier League has filled its sponsor programme for its 2019 season

Indian sports management company Twenty First Century Media (TCM) has retained its contract to market sponsorship rights to tournaments staged by the Asian Cricket Council, with the value of the deal rising…

Indian motorcycle manufacturer Hero MotoCorp has renewed its title sponsorship of the Caribbean Premier League Twenty20 cricket competition

Digital payments brand Paytm has extended its partnership with the Board of Control for Cricket in India (BCCI) for four more years

Features

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

Nissan activated its rights around the 2017 ICC Champions Trophy through a social campaign in India that offered low-latency Twitter highlights of the key match action.

Through the summer of 2019, Specsavers activated its England Test Match title sponsor rights via multiple strands including media engagement, VIP hospitality, on-site and at-stadium branding.

New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

With the ‘Be a Shot Maker’ campaign, smart phone brand Oppo leveraged its ICC partnership to boost exposure in its South Asian strongholds and new UK target market.

US tech giants GoDaddy and Uber have made significant investments in the Official Partner tier for the ICC Cricket World Cup.

Chinese smartphone brand Oppo has combined the launch of its flagship Reno handset with its ICC Cricket World Cup campaign: #BeAShotmaker.

Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.

The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.

The International Cricket Council is looking for four more Event Partners for the 2019 ICC World Cup in England, having added wine brand Wolf Blass and timing brand Hublot to its four Global Partners with…

PROJECT DETAILS Sponsorship title: Audi, Official Vehicle Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2014-2017 Entered by: Levergy Sports and Entertainment Marketing

PROJECT DETAILS Sponsorship title: New Balance, Official Technical Kit Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2015-2020

The England and Wales Cricket Board has wrapped up its main sponsorship agreements covering all formats of the game.

Vodafone ambush Vivo in the IPL Vodafone, who were partners of the Indian Premier League (IPL) for 10 years, decided to only buy broadcast advertising during match breaks for the 2017-18 season

The rise of T20, led by the Indian Premier League, which this year saw its eleventh edition, has incited change in cricket sponsorship – creating new assets and new platforms for brands to leverage. A

Mobile phone brand Nokia has returned as the main shirt sponsor of the Indian Premier League’s Kolkata Knight Riders, a position it occupied for seven years between 2008 and 2014.

The combined annual sponsorship income generated by the International Cricket Council (ICC), the three cricket national bodies of England, India and Australia, and the world’s most valuable domestic competition, the Indian Premier League, is worth around €190m ($217.5m) in 2017, according to research by Sports Sponsorship Insider.

Swiss luxury watchmaker Hublot this month committed to a three-year deal with the International Cricket Council (ICC) after it had previously signed event-only deals with the federation.