27th Sports, backed by the US-based investment firm 27th Investments, has signed a long-term exclusive commercial rights agreement with the Road Safety World Series.
Cricketers such as Sachin Tendulkar, Virender Sehwag, Brian Lara, Sanath Jayasuriya, Yuvraj Singh, Brett Lee, and Jonty Rhodes are taking part in the Road Safety World Series to raise awareness about road safety around the world.
Road Safety World Series’ first edition which was held back in February-March of last year was the first mega project of 27th Investments’ newly launched $100 million sports fund, 27th Sports.
The new deal will have 27th Sports to be the sole holder of the rights to negotiate and sell central sponsorship rights for the cricket event under this new contract with the Road Safety World Series.
According to the company’s statement, the first season of the Road Safety World Series reached a total TV audience of 157 million, with an additional 34 million viewers sampling it on over-the-top platforms. According to the statement, 2.6 lakh people attended RSWS matches in the stadium, and an estimated 400 million people were reached through mass media promotion.
Indian origin investment executive Anil Damani, chief executive and president of the Atlanta-based investment firm said, “We at 27th Investments look forward to working closely to build the brand RSWS and create awareness towards road safety.
27th Sports co-founder and chief executive Sangeet Shirodkar, said, “The Road Safety World Series has a huge global appeal with legends of all cricket playing nations in the fray. It also spreads a very important message of creating awareness towards road safety.”
Sunil Gavaskar is the league’s commissioner, and Sachin Tendulkar is the league’s brand ambassador. The UAE-based 27th Sports also focuses on sports such as beach sports, golf and e-sports.
The first season was divided into two parts due to the ongoing pandemic situation. India won the first season of the mega-event which was witnessed by millions around the globe. The cricket enthusiasts will look forward to another such event this year.