With the final stretch of the International Cricket Council (ICC) current cricket cycle on the horizon, the governing body of international cricket has been consistently bringing in new sponsors on the board. Sportsmint sources understand that Upstox is the latest brand to to become the official partner of the governing body of cricket.
The online trading platform will be working with ICC until the end of 2023. It is a major coup for Upstox as the next three years are going to be jampacked with various big ICC tournaments across the globe. As part of this deal, Upstox is likely to get enough exposure during these tournaments during games through various advertisement campaigns.
This is the second biggest deal Upstox has brokered in the last few weeks as they also clinched a deal to become the official sponsor of the Indian Premier League (IPL). Sportsmint understands that Upstox has managed to beat off competition from rivals GROWW for the deal with ICC as they had done during the sponsorship agreement with IPL.
Due to the pandemic, ICC is set to hold three men’s World Cup in the next three years, while Women’s 50 overs World Cup will be taking place in 2022 and T-20 World Cup in 2023. India is set to host the men’s T-20 World Cup in 2021 and 50 overs World Cup in 2023. Getting exposure at the World cup events is a hugely attractive prospect for Indian brands.
Since India is going to play such a huge role in World Cups over the next three years, it is not a surprise that Indian brands are teaming up with ICC in various sponsorship deals before the start of the final stretch of the current cricket cycle. Earlier in February, Byju’s had also signed a three-year global sponsorship deal with ICC. Himalaya Drug Company is another Indian brand that will also be working with ICC during this cycle.