Social Samosa presents a comprehensive list of all the ICC Cricket World Cup 2019 sponsors and commercial partners for an understanding of how various brands approach marketing through cricket.
Commercial partnerships optimize revenues on both ends and help build engaging events. Diverse fans united by the love of the sport result in formulating a diverse set of commercial partners for a given event.
ICC Cricket World Cup 2019 provides brands a gigantic global audience to engage with, estimated currently at 2.5 billion with a projected 4.85 billion cumulative broadcast audience across 18 events from 2016-2023, according to ICC.
ICC claims that brand features delivered via various channels like broadcast, digital and social media in over 220 countries have led to 97% ‘recommendation’ and ‘preference’ for brands to sponsor and engage with cricket.
The partnership programme for World Cup 2019 is managed by an in-house team that oversees event delivery, sponsorships, brand licenses, broadcast production, media and digital rights, digital content and channels, marketing and overall commercial sales.
Most of the commercial partnerships are long-term plans that (for example) last five years. Although, several partnerships are tailored at different levels depending on the brand's strategy, whether they are international or regional sponsors and their target tiers.
Star Sports has been awarded the global broadcast rights for all ICC Events (2015-2023), by being named the official broadcast partner. The channel will broadcast primarily to India, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka (India and Indian Sub-Continent) with further reach into East Asia on specific channels. The live coverage would be available to more than 1.5 billion people.
Uber is the first mobility and food delivery app to partner with ICC. Commenting on the partnership, India captain and Uber brand ambassador Virat Kohli, states “I’m delighted that Uber and the ICC are once again partnering to support cricket and what it stands for - inclusion, togetherness, and celebration."
GoDaddy will be the global platform of ICC Men’s Cricket World Cup. In an interview withMedia Samosa, Nikhil Arora, VP & Managing Director, GoDaddy stated "Our partnership with the ICC for the Men’s Cricket World Cup will give us an opportunity to reach our audiences across Tier I, Tier II and Tier III cities in India, where 77% of the tournament’s viewership is coming from (according to Star Sports stats for 2015 World Cup), and help educate them about the importance of getting their ideas and businesses online."
ICC's partnership with ByteDance is aimed at producing unique campaigns and content through ByteDance's family of apps.
Veuve Clicquot will be the exclusive champagne for the tournament being played across 11 venues in England and Wales from 30 May to 14 July.
Apart from being featured in OOH hoardings, standees, the strip around the boundaries as a part of in-stadium branding, the commercial partners also gain a platform on social media and digital channels.
Over the years, ICC Cricket World Cup has maintained itself as a prominent marketing avenue. The heightened wave of ad spends being segregated into the now widely available multiple channels has not stopped ICC from bagging numerous brands as sponsors.
UBP is an official partner of the @cricketworldcup 2019! We cannot wait to share the excitement of this major event in the sporting calendar with our clients, partners and social media followers. Watch this space #CWC19#UBPxCWC
— UBP - Union Bancaire Privée (@UBP_Group) May 28, 2019
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