An online food delivery service, EatFit has inked a partnership with the International Cricket Council (ICC) for the Men’s T20 World Cup 2022, according to SportsMint sources.
In this deal, the brand that focuses on providing healthy food has been reportedly named as the official partner for the mega event that is going to be held in Australia.
According to the agreement, the entity will gain exposure in live broadcasts through branding assets such as LED Perimeter boards, 3D pitch signage, and many others.
EatFit is a division of Curefoods, a food service startup founded by Ankit Nagori. The eatery claims to offer a distinct cuisine and food combinations that make eating healthy food more enjoyable.
EatFit’s menu focuses on the most famous, favourite, and comforting dishes, including Indian, fusion food, salads, and snacks. The menu is low in calories and carbs, but high in protein, so it keeps your belly full for a longer amount of time, which is the main aim of the food delivery service.
The organization has previously made some significant commercial decisions in order to improve its brand recognition. Mithila Palkar, a popular actress, was appointed as the company’s brand ambassador.
EatFit raised $160,000 in a seed round in 2019. Curefoods, the firm’s parent company, later raised $30 million in a Series A round in 2021. In the following year in January, the company raised $50 million in a Series C round.
Along with EatFit, the ICC has also roped in a few more sponsors for the highly anticipated competition which includes Nissan, OPPO, MRF Tyres, Booking.com, Byju’s, Emirates, BIRA, Coca-Cola, Upstox, Postpe, FTX, NIUM, Royal Stag, Dream11, Jacob’s Creek and FanCraze.
Broadcast Partner:
The T20 World Cup event will be aired live on Star Network in India. Furthermore, it will also be available for fans on Star’s OTT platform, Hotstar.
Social Responsibility Partner:
Cricket4Good, which is ICC’s global outreach programme, has been announced as the partner that will be involved in spreading developmental awareness amongst people which will help create a positive environment.