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MUMBAI:
The International Cricket Council (ICC) has announced that
it is seeking local partner sponsors for the ICC World Twenty20
2009 to be staged in England in June.
Three
sponsorship positions are available for the event that features,
for the first time, men’s and women’s tournaments
running alongside each other and a final day at Lord’s
in London on 21 June.
The
positions on offer would be within the tier sitting below
Global Partner and Official Partner levels. The content of
a Local Partner sponsorship package would be similar to Global
and Official Partner packages, although the quantity of the
rights and benefits would be in line with its positioning
within the sponsorship structure.
Local
Partners for the ICC World Twenty20 would join the ICC’s
already-existent list of sponsors that receive exclusive rights
and benefits from its portfolio of international cricket events.
Those
sponsors include Pepsico, Reliance Communications, LG Electronics,
Emirates, Reebok and Yahoo! Local Partner sponsorship is limited
to a particular ICC event, in this case the ICC World Twenty20
England 2009. Examples of Local Partners for the ICC’s
latest event, the ICC Women’s World Cup, which begins
in Australia on Saturday, are The Daily Telegraph and Events
New South Wales.
ICC
GM Commercial Campbell Jamieson says, “Local Partners
are an important feature of all ICC events because they tend
to have a vested interest in the markets in which our events
are staged.
“The
ticketing component of the Local Partner packages offers an
excellent platform for targeted sales promotions by sponsors.”
Local
Partner agreements represented excellent value for money,
something especially relevant in the current economic climate.
“Our marketing research suggests that the dollar value
of the televised brand exposure that Local Partners receive
far exceeds their level of investment, primarily because our
events are uncluttered in terms of the number of branding
messages,” Jamieson says.
The
ICC expects interested parties to be drawn from a range of
industries and sectors including alcoholic beverages, fast
moving consumer goods (FMCG), financial services, grocery,
information technology (IT), transportation and energy.
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