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Seagram’s Royal Stag extends partnership with ICC for four years

This renewal solidified a successful collaboration that began in 2018 and strengthened Royal Stag's position as an official supporter of the ICC.

The leading Indian beverage brand, Seagram’s Royal Stag has cemented its dedication to cricket by extending its partnership with the International Cricket Council (ICC) for another four years.

This renewal solidified a successful collaboration that began in 2018 and strengthened Royal Stag’s position as an official supporter of the ICC.

The partnership kicked off with the ongoing ICC Men’s T20 World Cup 2024 in the West Indies and the USA. This continued association aligns with Royal Stag’s brand philosophy of “Live it Large,” which inspires consumers to pursue their dreams and actively shape their destinies.

On the brand’s association with ICC, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Royal Stag has always stood by its brand philosophy of ‘Live it Large,’ inspiring people to dream large and be the creators of their own destiny. Our journey with cricket started in 2000 and since then we have only strengthened our association with the sport, creating a huge impact on cricket fans across the country. We are delighted to renew our partnership with the ICC as it enables the brand to continue delivering ‘Live It Large’ experiences to die-hard cricket fans everywhere.”

ICC’s Chief Commercial Officer, Anurag Dahiya, said, “The ICC is delighted to extend its partnership with Royal Stag for a further four years. I am excited for us to partner with a brand like Royal Stag, a global leader in their field, to work together on redefining the fan experience and bringing people closer to the game than ever before.”

This extension reflects the ICC’s broader commitment to innovation and technology. It follows recent partnerships with Stats Perform, Emirates, Aramco, and FanCraze, all focused on enhancing fan engagement around the world.

Royal Stag, or Seagram’s Royal Stag, is a highly regarded Indian whisky launched in 1995. Pioneering the use of imported Scotch malts over molasses, it’s known for its smooth blend of grain spirits and these malts. This award-winning Pernod Ricard bestseller is enjoyed neat, on the rocks, or in cocktails.

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