ICC has brought Shyam Steel on board as the official partner of the ICC World Test Championship Final. The leading manufacture of TMT bars will be in the outfield and the perimeter of the historic first-ever WTC final between India and New Zealand at Southampton on June 18. Star Sports will be the official broadcaster of the match in India.
Shyam Steel’s logo will be in the backdrop for flash interviews and post-match presentation during the WTC final later this week. Moreover, it will also feature on the ICC website and mobile application. The brand will have the right to use photographic and Audio-Visual clips of the match for internal use and promotional purposes. Anurag Dahiya, Chief Commercial Officer of the ICC, was pleased to get a big sponsor for the inaugural final.
“We are pleased to have Shyam Steel on board as our official partner for the inaugural ICC World Test Championship Final. We look forward to working with them for this prestigious event.”
Meanwhile, Director of Shyam Steel India, Lalit Beriwala insisted that it is a remarkable deal for the firm to be associated with a global event like the WTC final. Considering the viewership WTC final is set to garner, Shyam Steel will be getting considerable visibility during five days of the test match.
Shyam Steel India has also planned activations across digital platforms to grow stakeholder engagement and brand recall. The activation includes sharing interesting trivia and conducting a gripping contest, wherein the audience can win exciting prizes.
This looks to a very solid move from the marketing department of the company as they try to cash in on a new opportunity in the world of cricket. There is a lot more exposure and recall opportunities due to the iconic format of test cricket. Only time will tell if Shyam Steel can capitalize from the marketing it gains from this event.