Through the collaboration, ICC will be leveraging Mphasis’ global expertise to deliver enhanced and innovative digital experiences for cricket fans around the world, the company stated in a press release.
The International Cricket Council (ICC) has issued strict advisories and guidelines to prevent unauthorised associations with the ICC World Cup. The move comes as numerous brands across various sectors seek to leverage their association with the tournament. The ICC sponsors include Mastercard, Thums Up, and Dream11, among others
A fusion of sportsmanship and advertising took shape as teams from all over the world arrived in India for a shot at international glory. ETBrandEquity explores the campaigns during the ICC Cricket World Cup that set the tone for the tournament even before the first ball was bowled.
Global companies are eagerly spending millions of dollars to advertise during the Cricket World Cup in India, as the event provides a unique opportunity to reach the cricket-loving nation of 1.4 billion people. The tournament guarantees sponsors over a billion viewers worldwide, but it is the consumers in India that are the main target. Brands are estimated to spend about $240 million on advertising during the tournament, with demand for advertising slots being very strong.
The company stated that this creator intervention will be ‘Super 50’. This is a group of 50 creators, who through this 50 overs tournament, will cover the 48 matches in their own way. They will have match access to the field pre- and post-match, to commentators, to ambassadors, pre-match day ground access and more.
The brand unveils the campaign with the aim to unlock the spirit of generosity and spread the sheer joy of watching cricket with everyone.
The world cricket governing body has 20 sponsors and partners for ICC World Cup 2023. It has six global partners that are paying $8-10 million for these sponsorship slots. The global partners include MRF Tyres, Booking.com, IndusInd Bank, MasterCard, Aramco and Emirates. IndusInd and MasterCard have come in as global partners following the exit of Byju's and BharatPe. Both Byju's and BharatPe gave up ICC sponsorship due to their financial woes.
Using a selfie and a voice sample coupled with the power of regenerative AI, the campaign creates a platform that enables each fan to feature as part of the Royal Stag Live It Large star cast through a personalised edit of the film.
As per industry estimates, roughly 80% of ICC's revenues are attributable to the Indian market. Last year, the ICC sold media rights for India to Disney Star, which was earlier known as Star India, for $3 billion until 2027. In 2014, Star India bagged the global ICC media rights for $2 billion until 2023.
Mastercard chief marketing and communications officer Raja Rajamannar said the company will be spending a significant sum to get the right kind of visibility during the World Cup. Incidentally, Mastercard was also the title sponsor for all bilateral matches played in India until March.
The partnership entails Coca-Cola becoming the exclusive non-alcoholic beverage partner of the ICC. With this, Coca-Cola will use its iconic global reach to connect with fans around the world, cultivate a legacy of unity and inculcate true sportsmanship through a series of online and offline activations. It will continue to engage with its consumers and resonate with them on their favourite sporting passion.
Get updates on your preferred social platform
Follow us for the latest news, insider access to events and more.
