Cricket

Features

Ben Cronin, Global Lead of Network Client Solutions, Publicis Media Sport & Entertainment, explains why financial brands are rethinking their sponsorship game plan

Australian bank, Commonwealth Bank, is switching the focus of its Cricket Australia sponsorship from naming rights to Australia’s elite Test match properties to drive association with community and grassroots cricket in Australia.

RBS Group-owned bank NatWest has increased the England and Wales Cricket Board’s (ECB) money on its top sponsor position, signing a four-year deal, from 2017 to 2020, to replace supermarket Waitrose.

The Board of Control for Cricket in India (BCCI) continues to set the standard in terms of revenue from its two major sponsorship positions, extending its Nike kit supply deal at the start of this year, but other key cricket boards have seen big increases in 2016.

Top-tier sponsorship deals made in the last two months with the national governing bodies of cricket and rugby union in South Africa reflect a shift in the commercial success, if not popularity, of these two major sports in the country.

Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.

Carmaker Audi’s sponsorship of the South African national cricket team, the Proteas, began in December 2014 at the start of the West Indies tour of South Africa.

The commercial value of the ICC World Twenty20 tournament, which gets underway next month in India, has increased six-fold since the first tournament in 2007, Sports Sponsorship Insider understands..

The Indian subsidiary of sporting goods brand Nike has extended its contract as the Official Apparel Sponsor of the Indian Cricket Team in a five-year deal from 2016 to 2020.

Japanese car brand Nissan has made its first significant move into cricket as a Global Partner of the International Cricket Council in an eight-year deal, from 2015 to 2023.

Competition from e-commerce and mobile phone sector companies in India has reinvigorated the value of domestic cricket properties, which struggled last year to meet the expectations of rights holders.

The Caribbean Premier League (CPL) T20 cricket tournament this month signed a one-year title sponsorship deal with motorcycle manufacturer Hero MotoCorp.

Indian Tyre manufacturer CEAT Tyres is looking to make up ground on rival MRF from its three-year partnership deal of cricket’s Indian Premier League (IPL) experts said.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.

The International Cricket Council, world cricket’s governing body, has signed three major deals for rights connected with the 2015 ICC World Cup to be held in Australia and New Zealand in February and March next year.

Business-to-business trading exchange Bartercard is using brand visibility from sponsorship to support its business goal of increasing penetration within the UK.

Consistently low television ratings in India and a consequent lack of interest in advertising media are the main factors behind a crash in title sponsorship value for cricket’s Champions League T20 (CLT20).

Indian Premier League teams, including last year’s champions the Mumbai Indians, accepted last minute, cut price deals to sell out inventory in the run up to the seventh edition of the Twenty20 cricket competition, IPL 7, currently underway.