The International Cricket Council (ICC) has today (September 26) unveiled a multi-year tie-up with the IndusInd Bank financial institution.
The Indian bank becomes a global partner of cricket’s governing body ahead of the 2023 ICC Men’s Cricket World Cup in that country, set to run between October 5 and November 19.
The tie-up is also set to encompass future ICC global events in the next commercial cycle, which runs until the end of 2027.
As a global ICC partner, IndusInd Bank will give selected customers the chance “for their children to participate in the teams walk out onto the field before the start of play for the national anthems,” during the World Cup.
In addition, there will be on-field access and brand activations throughout the tournament, which will stretch across 10 Indian venues.
The bank will also have access to a range of branding and content assets, “to build a deeper connection with its customers, employees, and stakeholders.”
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Anurag Dahiya, chief commercial officer at the ICC, said: “We believe that cricket’s vision of more players, more fans, and more nations enjoying the sport is well-aligned to IndusInd Bank's reach and unwavering commitment to excellence. IndusInd Bank will add great value to the event experience, both through the delivery of the Anthem Companions program and the co-creation of unique experiences and opportunities for its customers, employees as well as cricket fans.”
Sumant Kathpalia, IndusInd Bank’s managing director and chief executive, added: “We are extremely proud to be associated with the ICC and believe that this collaboration will further strengthen our brand visibility and enhance our customer engagements, both domestically and internationally. We look forward to creating exceptional moments that our customers and employees as well as cricket fans will cherish in the time to come.”
Other ICC partners for the World Cup include ticketing platform BookMyShow, and international credit card giant MasterCard.
The body’s other premium global partners for the remainder of the current commercial rights cycle, meanwhile, are MRF Tyres, Booking.com, Byju’s, BharatPe, Aramco, and Emirates.
Partners for the next commercial cycle, meanwhile, include global logistics heavyweight DP World.