The professional 100-ball cricket league, The Hundred unveiled a partnership with the home of chai and desi street food, Chaiiwala.
In the first-of-its-kind association in this sport, Chaiiwala has been named the official chai partner of The Hundred in 2023.
As per the initial one-year partnership, the branding of The Hundred will be visible on all regular cups in Chaiiwala restaurants and stores across the UK. This newly announced pact also includes events with The Hundred players, in-ground collaboration and social media initiatives. The third edition of the competition commences this August.
James Brown, Head Of Commercial for The Hundred, said, “It is hugely important that The Hundred continues to reach new audiences and partners such as Chaiiwala help the competition to do that. We love Chaiiwala’s brand, their limitless vision and what they have done to become a go-to restaurant for their customers. We are really excited to see how we can collaborate with Chaiiwala across year three of The Hundred.”
Tayyab Akhlaq, Director, Chaiiwala, said, “We are excited to partner with The Hundred for its third season. Both The Hundred and Chaiiwala are brands that attract diverse, fun-loving audiences who want to enjoy a summer of cricket and chai! We look forward to our customers seeing their heroes both at matches and in Chaiiwala stores this Summer!”
Chaiiwala was founded in New Delhi in 1927 and has a rich history of nearly 100 years. The independent business currently has 84 stories worldwide and aims to have a total of 500 stores across the globe in the next decade.