India’s leading electrical goods company, Polycab India Ltd. has inked a new association with the international cricket governing body, the International Cricket Council (ICC).
Throughout the duration of the collaboration, Polycab will be the sponsor of all significant men’s and women’s ICC competitions, such as the ICC Women’s T20 World Cup in South Africa, the ICC World Test Championship Final in the United Kingdom, and the ICC Men’s Cricket World Cup 2023, which is set to take place in India.
As a well-known brand in India, the newly signed association will help Polycab expand its outreach among more than one billion cricket fans around the world. Through this alliance, Polycab hopes to strengthen its relationship with both current and potential customers and spread the phrase ‘We Innovate for a Brighter Living.’
All of the company’s communications during competitions will highlight its cutting-edge, secure, and energy-efficient goods in an effort to increase customer and influencer engagement and awareness.
Nilesh Malani, President & Chief Marketing Officer, Polycab, said, “It is a matter of great pride for Polycab, a reputed home-grown brand with a presence in 60+ countries, to partner with the International Cricket Council. The game is a passion for millions of fans worldwide, and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are delighted to partner with ICC to support cricket and together we will create a memorable experience for our patrons.”
Anurag Dahiya, Chief Commercial Officer, ICC, said, “We are pleased to confirm that Polycab will be an official partner for ICC events up until the end of 2023. We look forward to collaborating with them on our upcoming events, as we deliver our vision of more fans enjoying our sport.”