MUMBAI: Intex Technologies, the Delhi-based IT accessories, mobile phones and electronic products company, has signed up as on-ground sponsor for England, Pakistan and Australia bilateral series.

As part of this collaborative effort, Intex Aqua smartphones will be displayed throughout all 19 matches (Test, ODIs & T20) being played across various cities in India.

Alongside, the brand will be prominently placed on 28 giant digital boards encircling the grounds and two life-size screens placed strategically inside the play ground.

Intex Technologies general manager for mobile business Sanjay Kumar said that the company will spend Rs 40-50 million on sponsorship as well as activations through hoardings and retail point promotions.

The company believes that the branding exercise will help to create brand recall among sports enthusiasts visiting the stadiums as well as watching the matches live on their television sets.

"Intex has been promoting cricket through its various associations in the past. This is yet another step to reaffirm its commitment to the game. We have been key sponsors for various cricket series including IPL-Season 5 in the recent past. With this association, we are confident to take brand 'Intex' to the next level. It is therefore our honour to associate with this power packed series," Kumar said.

The company was earlier associated with Rajasthan Royals as official partner.