ICC invites breweries to partner with them for World Cup 2015

MUMBAI: The pitch is open for the brewing companies for the International Cricket Council (ICC) World Cup 2015. The Council is inviting brewing companies to submit proposals to become the Official Beer Partner of the ICC Cricket World Cup 2015 in Australia and New Zealand.

The brewery that gets the partnership can avail a lot of provisions — it will receive a raft of rights and benefits that will enable it to use valuable ICC intellectual property in association with its beer brand(s); it will also have the right to sell products containing the exclusive ICC Cricket World Cup 2015 event logo, and will also have the right and obligation to supply beer at all 14 venues of the event.

But to be on board to avail all this and more, the company should have a proven track record. The Council is seeking companies that have dealt in large scale sports sponsorship and marketing programs, the supply of beer at major sporting events, and a sound understanding of the Australian and New Zealand markets, as well as sufficient human and financial resources to leverage the promotional opportunity.  

ICC General Manager – Commercial Campbell Jamieson said in a release: “Being the Official Beer Partner of ICC is a much bigger opportunity than just being an exclusive supplier of beer to the 49 matches of the ICC Cricket World Cup 2015. This will be an attractive marketing and business opportunity for any brewing company, and hopefully the seed of a longer term relationship with ICC. We expect to receive high quality proposals from brewing companies that will both leverage the marketing and media rights package to maximize association with this prestigious global sporting event, and to provide a great product to the spectators in the stands.”

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