Cricket

As Australia made its way to the final of the ICC Women’s T20 World Cup 2020, the team’s primary partner Commonwealth Bank reworked the famous “C'mon Aussie, C'mon” cricket anthem.

Dream11's wide-ranging activation program for 2020, its first year as IPL title sponsor, included a GIPHY Channel strand that gave locked-down Indian cricket fans a library of social meme fuel.

Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.

Edtech startup Unacademy leveraged its IPL 2020 partnership – including title rights to the ‘Unacademy Fan of the Match’ and the ‘Unacademy Cracking Sixes’ – to target potential and current students aged 14 to 32.

Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.

The Association of Mutual Funds in India leveraged its associate partner status of the 2020 IPL to drive investment in mutual funds through a cricket commentary style campaign on audio streaming services and social media.

Indian fintech brand CRED, an official partner of 2020 Indian Premier League, leveraged its rights through a series of tongue-in-cheek TV and online ads starring iconic celebrities from the 90s.

At the IPL 2020, JSW Steel leveraged its principal sponsorship of the Delhi Capitals to target a new, broader demographic through a social-first campaign fronted by star player Rishabh Pant.

In March 2019, Castle Lager leveraged its trio of South African national team sponsorships with a campaign revolving around a blended national team jersey, with live events, experiences, TV and social content and on-pack work.

To leverage its 2019 IPL sponsorship, Yes Bank created an activation programme aimed at Micro, Small and Medium Enterprises (MSME).

Over the English cricket summer of 2019, NatWest activated its principal partnership with the ECB by celebrating cricket’s diversity and inclusion.

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.

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