By Sukuoluhle Ndlovu
The International Cricket Council has announced its strategic partnership with BharatPe for all IC events till 2023.
The agreement will see BharatPe’s involvement and integration in all ICC events till the contract ends.
The upcoming events; ICC World Test Championship (Southampton, UK 2021), ICC men’s T20 World Cup (India 2021), ICC Men’s T20 World Cup (Australia 2022), ICC Women’s World Cup (New Zealand 2022), ICC U19 Cricket World Cup (West Indies 2022, ICC Women’s T20 World Cup ( South Africa 2022, ICC Men’s Cricket World Cup (India 2023) and ICC World Test Championship in 2023.
BharatPe will promote the association across broadcast and digital platforms as well as execute in venue brand activation’s at all the ICC events, in addition to extensive and integrated brand presence for BharatPe across a hots of ICC events. The partnership will also enable BharatPe to roll out innovative campaigns to connect and engage with millions of cricket fans and shop owner across the country. The ICC partnership is an organic extension to BharatPe’s existing brand strategy centred around cricket.
The company currently has its own ‘Team BharaPte’ comprising of Indian cricket stars as its brand ambassadors namely; Rohit Sharma, Jasprit Bumrah, KL Rahul, Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju Samson, Yuzvendra Chahal and Shubhman Gill.
Chief Commercial officer for ICC, Anurag Dahiya said they are pleased to have a new partnership.
“We are pleased to have BharatPe on board as a partner for all our amrquee tournaments beginning with the final of the ICC Work Championship between India and New Zealand o be held in Southampton in June. Our women’s an event provide leading brands an unparalleled high reach platform for conversations with very involved passionate fans.
Our commercial partners have greatly benefited from working with us on our ever 2021- 23 presents a unique opportunity with 5 senior level World Cups taking place which will set the stage for reaching out to an unprecedented numbers of cricket fans ,” he said.
Ashneer Grover the Co Founder and CEO of BharatPe said the partnership is of great importance to them.
“We are excited to enter into a strategic association with ICC and look forward to partnering with them for the world’s most prestigious and celebrated cricketering tournaments over the next three years. We believe that cricket is one of the biggest unifies that cut across geographies and languages. I am confident that this association will enable us to build a stronger relationship with our existing merchants as well as engage better with millions of new, small merchants across the length and breadth of India. It is a matter of immense pride for us that BharatPe a truly Indian company that started its journey 2. 5 years ago will be representing the nation global platforms of ICC,” he said.