ICC confirms BharatPe as global sponsor

International Cricket Council (ICC) has confirmed a global sponsorship deal with BharatPe. As previously revealed by Sportsmint in March, the deal between BharatPe and ICC will last until 2023. This deal will be in effect during ICC events during the next two years.

BharatPe will be getting visibility in the upcoming ICC World Test Championship (Southampton, UK 2021). Other ICC events such as Men’s T20 World Cup (India, 2021), ICC Men’s T20 World Cup (Australia, 2022), Women’s World Cup (New Zealand, 2022), U19 Cricket World Cup (West Indies, 2022), Women’s T20 World Cup (South Africa, 2022), Men’s Cricket World Cup (India, 2023) and  World Test Championship (2023) will also see BharatPe and the governing body of international cricket working together in tandem.

Bharat Pe, found in 2016, is an integrated payment system that provides a QR code for all UPI payments. The organisation will promote and broadcast across all digital platforms as well as in-venue brand promotions at all ICC events. BharatPe will enable to advance campaigns to connect with millions of cricket fans and shop owners around the country. 

This is the next step forward for company’s existing brand strategy around cricket. The company also has team called ‘Team Bharat Pay’ which includes many players as their brand ambassadors like Rohit Sharma, Jasprit Bumrah, KL Rahul, Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju Samson, Yuzvendra Chahal, and Shubman Gill. 

The Co-founder and CEO of Bharat Pe,  Ashneer Grover said, “We are excited to enter into a strategic association with ICC and look forward to partnering with them for the world’s most prestigious and celebrated cricketing tournaments over the next 3 years. We believe that cricket is one of the biggest unifiers – that cut across geographies and/or languages. I am confident that this association will enable us to build a stronger relationship with our existing merchants, as well as engage better with millions of new, small merchants across the length and breadth of India. It is a matter of immense pride for us that BharatPe, a truly Indian company that started its journey just 2.5 years ago, will be representing the nation on global platforms of ICC.”

ICC Chief Commercial Officer Anurag Dahiya also emphasised the importance of bringing BharatPe on board as their official sponsor for upcoming events like the ICC World Test Championship between New Zealand and India. He has also said that this deal will help in reaching out to an unprecedented number of cricket fans across the country. Apart from BharatPe, ICC also penned long-term deals with Indian firms like Byjus, Upstox, and Himalaya Herbal Healthcare.

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