International Cricket Council (ICC) has confirmed a long-term partnership with Upstox, which is one of India’s largest investment platforms. Sportsmint had revealed in March that Upstox is in negotiations to become the sponsor of ICC for global events. This deal will run until the end of the ICC’s current commercial rights cycle, which begins with the inaugural ICC World Test Championship Final between India and New Zealand starting from Friday (18-23 June, Southampton, UK).
Speaking on the association, Anurag Dahiya, Chief Commercial Officer, ICC, said, “We are extremely pleased to welcome Upstox as an Official Partner of the ICC. As our marquee events around the world continue to attract a wide and passionate fanbase, this association provides Upstox with an unrivalled platform to educate and engage both existing and new customers.”
Meanwhile, Co-founder and CEO of Upstox – Ravi Kumar admitted that cricket and investing have many similarities. Kumar is looking forward to building a strong relationship with ICC during the course of this deal.
Besides the ICC World Test Championship Final 2021, the events covered under the partnership are:
- T20 World Cup 2021
- U19 Men’s Cricket World Cup 2022
- Women’s Cricket World Cup 2022
- Men’s T20 World Cup 2022
- Women’s T20 World Cup 2023,
- World Test Championship Final 2023
- Men’s Cricket World Cup Qualifier 2023
- Men’s Cricket World Cup 2023
Upstox will be working with ICC until the end of 2023. The deal will be a major boost for Upstox as the next three years are going to be jampacked with various big ICC tournaments. As part of this deal, Upstox is likely to get exposure during these tournaments and could launch advertisement campaigns.
Upstox is the latest amongst many Indian Brands which have become the official partner of the governing body of cricket. Himalaya Drug Company, BharatPe, and Byju are other Indian brands that have penned long-term deals with ICC in the past six to eight months.