Sportsmint understands that ICC is close to signing a long-term deal with the Indian drug and cosmetic brand, Himalaya.
After signing a sponsorship deal with Byju’s last month, ICC is close to clinching yet another sponsorship deal with an Indian brand. According to Sportsmint sources, the International Cricket Council is close to announcing a sponsorship deal with Himalaya Drug Company. It is believed to be a three-year deal covering the next four big ICC tournaments.
As part of this deal, Himalaya will be getting visibility during ICC tournaments. The logo of the drug and cosmetic company is likely to feature on the LEDs on the ground. Himalaya may also feature on the ground as the new innovative hologram logos.
It is an ideal time for brands to sign deals with ICC since there are multiple tournaments are set to take place in a short space of time. For Indian brands, such deals are even more attractive as the T-20 World Cup will be taking place in the country later this year, while 50-overs World Cup will be hosted by BCCI in 2023.
Apart from these two World Cups in India, Australia will be hosting the T-20 World Cup in 2022. The Women’s 50 overs World Cup will be hosted by New Zealand in 2023. Himalaya has timed this deal to perfection as they will be able to get good exposure to Indian and international audiences. Byju’s had also signed a global partnership deal for three years that will cover these four world cups.
Himalaya has been consistently investing in Indian sports through sponsorship deals. It was amongst the sponsor of the Indian Super League 2020/21 and also worked with ISL clubs such as Chennaiyin FC in the past. Royal Challengers Bangalore was also sponsored by Himalaya in the previous IPL campaigns, while the likes of Virat Kohli and Rishabh Pant have endorsed Himalaya cosmetics products. By signing a deal with ICC, Himalaya Drug Company is venturing into the international sports platform.