The Chennai-based FMCG company, CavinKare has penned down a major partnership with the Indian cricket team for their home season in 2021-22. The association is inked for only one year in which CavinKare has been labelled as the exclusive third umpire brand partner. While it also includes a right of first refusal for subsequent seasons.
This multi-crore deal was arranged by ITW Sports Consulting and is valid for all home-ground matches of T20I, ODI, and Test for the season.
As per the agreed clause, CavinKare will be promoting its flagship brands during the home matches played by the Indian men’s team. This means that the collaboration is valid for 21 matches scheduled between 2021 and 2022, while some subsequent matches are also determined by the BCCI’s FTP.
Adding to that, the company will be promoted through multiple properties present on the ground like sight screen, LED Perimeter signages, LED big screen logos, and CK Exclusive Super Sixes.
Speaking on the occasion, Venkatesh Vijayaraghavan, CavinKare’s CEO and director of FMCG, said: “It is truly a momentous occasion for us at CavinKare, and we are happy to work with international cricket in India. Cricket is a shared emotion that instantly unites people from all over the country, and our brands properly reflect this sense of togetherness. We are optimistic that the association and exposure that we will gain throughout the course of the contests will be phenomenal. We are confident that this will increase our brand’s visibility in new regions, especially among the global audience.”
The partnership saw its commencement with the company’s flagship brand, Indica, which was visible during the T20I matches of the India vs New Zealand series, promoted through the “take it easy” slogan, mentioned in the press release by CavinKare.