The International Cricket Council (ICC) has signed up Jacob’s Creek as its latest sponsorship addition for the World Test Championship (WTC) final. The three-year deal begins ahead of the inaugural WTC final that started on Friday at the Ageas Bowl in Southampton, England with India facing New Zealand.
Along with being a sponsor for the WTC final, Jacob’s Creek will become the Official Wine Partner of ICC during the ongoing commercial cycle that ends in 2024. Jacob’s Creek will have exclusive pouring rights for the event, branding at in-stadia bars, stadium, and digital broadcast advertising. The event will kick-start a long-term strategic partnership for Jacob’s Creek with the ICC for the next three years.
The Beverage brand will also enjoy advertising rights during digital broadcasts of the event. Earlier this week, the ICC confirmed the inaugural final would be broadcast online to fans in markets where no broadcast deals have been signed. The match will be streamed live and free of charge on the new ICC.tv platform.
The news of the new sponsor follows several recent sponsorship additions by the ICC ahead of the WTC final. Earlier this week, a deal with the Indian investment platform Upstox was announced (Runs until 2023). Indian steel products manufacturer Shyam Steel agreed on a short-term deal to sponsor the WTC final. In June, Indian payments BharatPe became a sponsor of all global ICC events until the end of 2023. Meanwhile, men’s care specialists Himalaya Men were added as a sponsor of the ICC’s men’s events through to the end of 2022.
In a massive turn of events, it seems that the ICC has managed to find a way to commercialise Test cricket by introducing World Test Championship. Making test cricket more competitive has definitely added more edge to the format, and also making it an attractive proposition for brands. ICC has seen massive windfall gains due to the new competition. The corporates are also looking to cash in on this opportunity as this historical format of the games makes an amazing comeback.