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It’s a new branding game at SA cricket tournament

By Bhawana Anand - September 18, 2019

Even as major national brands make their presence at the South Africa series, there are interesting new tie-ups with brands like Amul in tie-up with the South African team

India, CricketCricket sponsorship is not a new phenomenon. The India V/s South Africa tournament that began this month with three T20s and three test matches sees the presence of major national brands from different industries.

There is BYJU’s, which will hold the rights for the sponsorship till March 31st, 2022 starting with the South Africa Home Series. Commenting on the partnership, Byju Raveendran, Founder & CEO, BYJU’S, said, “We are proud to be the Indian Cricket team sponsor. Cricket is the heartbeat of all Indians and we are thrilled to be an integral part of our much-loved team. As a learning company, BYJU'S has always recognised the critical role that the sport plays in a child's development. Just as cricket inspires a billion budding dreams across India, we too as a learning company hope to inspire the love of learning in every child's heart."

This deal was taken forward by ITW MWORX, whose Director, Nikhil Vyas, commented, “It has been a very special project for us, to find a partner with common interest and to meet the objectives of all stake holders involved. In BYJU’S, we found an ideal partner, there was a lot of synergy and a common passion for Indian cricket. India’s leading education and learning app will now become the Indian team sponsor and will be seen on the jersey of the Indian national team”.

Then there is Ambuja Cements Ltd, a part of the global conglomerate LafargeHolcim, which has announced its association with the Indian Cricket Team as the Official Partner for the upcoming six-match tournament against South Africa.

India, CricketAmbuja Cement is the partner logo on mid-wicket pitch-mat branding, with branding on all interview and press conference backdrops, and has been granted the right to use official partner status in all communications; the company’s logo is featured on team dugouts for T20 matches among others. Ambuja Wall of Match Award and Ambuja Best Jodi Award will be presented to the players as per the terms. The partnership with Indian Cricket Team is part of the agreement signed with the Board of Control for Cricket in India (BCCI) for four years from 2019 to 2023.

Bimlendra Jha – MD & CEO, Ambuja Cement – said, “We are excited to announce our partnership with the Indian Cricket Team. A team that is synonymous with indomitable strength and quality of performance – attributes Ambuja Cement is well known for.”

Interestingly, in the midst of these brands riding high on the popularity of the Indian cricket team, national brand Amul, has cracked a deal with the South African team as their new partner for the ongoing three-game twenty20 international series. As per the deal, the brand will be featured on the back of the T20 shirt of the South African team during the remaining two games.

“CSA is excited about our new partnership with Amul,” said CSA Chief Executive Thabang Moroe media, speaking about the partnership.

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