After Bira 91, ICC signs a five years sponsorship deal with Royal Stag

Royal Stag

The makers of Whisky brand Royal Stag, Pernod Richard India Pvt Ltd have signed a five years global partnership with the international Cricket Council (ICC). According to some marketing experts, it is estimated that a sum of $5-6 million per year signed in the sponsorship deal.

The international regulatory body of cricket ICC has other global partners including Japanese car maker Nissan Co. LTD, Smartphone maker Oppo Co. LTD, MRF Tyres LTD and Emirates Airlines which are estimated to be funding between $6 Million and $8 Million annually.

As per the partnership deal, Royal Stag will have a comprehensive presence across all ICC’s cricket tournaments including 2019 World Cup, T20 World Cup, World Cup, World test Championship and U19 World Cup and Women’s World Cup.

It should be noted last month, Indian Craft beer Bira 91 signed same kind of partnership deal with ICC, marking it a maiden event when a liquor brand signed any kind of deal with the ICC.

“This is for the first time we are associating with ICC for a long-term and we have not done anything bigger than this before. We are a massive brand present across countries and therefore we need to be present at a global level when it comes to associating with a sport,” said Kartik Mohindra, chief marketing officer, Pernod Ricard India. A pack of seven cricket players including KL Rahul, Andre Russel, Faf du Plessis, Kane Williamson, Ben Stokes, Mitchell Starc and Angelo Mathews  have been signed for the upcoming company’s campaign.

Conceptualised by advertising agency Ogilvy & Mather, the integrated campaign will be promoted across television, print, digital, and outdoor.

“Most importantly, we will give cricket fans the opportunity to watch live matches through contests. We have a five-month series ahead of us before the World Cup starts in May next year. We are looking forward to create buzz and excitement through the campaign,” according to Mohindra.

Royal Stag has been associated with the game of cricket in various capacities since 2000, but this is the company first long-term commitment.

“This partnership is a right fit as Royal Stag has been associated with the game for a long period. We look forward to work with them in the next five years delivering exciting experiences to cricket fans across the world,” said Dave Richardson, chief executive, ICC.

ICC, which has 104 member countries, signed fintech firm Moneygram as its event partner, Swiss luxury watch brand Hublot as its timing partner and Australian wine brand Wolf Blass as the official wine partner. In India, Star Sports is ICC’s broadcast partner.

According to Ritesh Nath, vice-president, Cornerstone Sport , a Mumbai-based agency, the association is a great move by Royal Stag since they have forayed into an international property by partnering with ICC. “In the last eight years, their communication has been around the ‘Make it large’ brand proposition being promoted by Bollywood and sports celebrities. Sports gives them a great platform to further this campaign and what better way to do this than the 2019 ICC World Cup.”




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