The men’s national cricket teams of both Australia and South Africa have unveiled Indian sleeve sponsors for their campaigns at the upcoming ICC Cricket World Cup, which will take place in the South Asian country.
Cricket Australia (CA) has announced a sleeve partnership deal with IT brand HCL Technologies, which is an existing CA partner, while Cricket South Africa (CSA) has brought in food-heavyweight Amul in the same position.
HCLTech has been a CA digital partner for the last four years, but this marks the first time it has secured team sponsor rights at an ICC event. Its logo will also feature on the Australian training kit during the World Cup, which is taking place in India between October 5 and November 19.
Amul has also been associated with CSA before, acting as an Asian partner to the men’s national side during the previous edition of the Cricket World Cup, in England four years ago.
The company was also a sleeve sponsor of the Dutch national team at the last men’s Cricket World Cup to take place in India, 12 years ago.
In addition, Amul is a sponsor of India’s Women’s Premier League domestic Twenty20 tournament, through 2025.
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Pholetsi Moseki, chief executive at Cricket South Africa, commented on the Amul tie-up, saying: “We are pleased to announce our association with Amul for the Cricket World Cup. Amul is a brand that is synonymous with excellence and consistency which reflects our own commitment to playing world-class cricket.
“The partnership is a significant boost for the Proteas as they prepare to compete on the global stage, aiming to clinch the coveted World Cup trophy.”
Stephanie Beltrame, CA’s executive general manager for broadcast and commercial, added: “We’re excited to continue to grow our relationship with HCLTech. Following our recently announced five-year renewal, this is another exciting opportunity in our partnership.
“The Cricket World Cup is a major event on the sporting calendar that has huge global reach, so we’re delighted to have a trusted global brand in HCLTech continuing to back the Australian team on and off the field.”
Australia was knocked out of the 2019 World Cup by eventual winners England in the semi-finals, while South Africa failed to reach the knockout stages.
Earlier this month, CA announced a new partnership with premium experiences company Legends.
HCL, meanwhile, has a deal in place with Formula 1 motor racing heavyweights Ferrari, in terms of its other sporting partnerships.