WC time for firms to debut in cricket sponsorship

The ongoing cricket World Cup is not only providing the Virat Kohlis and the Yusuf Pathans an opportunity to explode on the international arena, it is also giving a chance to many firms to make their debut in sponsorship of the sport.

While Amul and Base Batteries chose to sponsor minnows like the Netherlands and Canada, a two-month old online retail firm 22bestdeals.Com has also entered the sponsorship race.

It has found the tournament a nice opportunity to kickstart its campaign as one of the main sponsors of ESPN StarSports run Super Selector cricket game.

"Cricket connects everyone. By being ESPN's partner we are targetting serious online users," 22bestdeals.Com co founder Praveen Lohani told PTI.

The company will sponsor prizes to be given to the winners of that game during the tournament.

For others like Amul, which is India's leading milk products brand, the World Cup is an ideal platform to get in touch with the younger generation.

The co-operative had surprised many with its tie up with the Netherlands team as sponsor.
   
"For Amul, this is the first time association with cricket as the game is followed religiously in India and attracts youth," Amul Managing Directer R S Sodhi said.
   
Similarly, Bangalore-based battery and inverter maker, Base Corporation decided to bet on the Canadian cricket team by becoming its sponsor.

"We are confident that this tie up will offer a huge platform to create visibility for the brand," Base Batteries Marketing Head Aditya Arora said.

Inspired by the cricket fever, Italian sportswear major Lotto, which has been mainly into tennis and football in India, has also decided to jump on the cricket bandwagon, albeit away from the world cup.

The company has partnered with the new Kochi IPL team to start its innings in cricket.

"We will be technically involved with the team. Cricket is a religion in India and this game is the best way to connect with Indian consumers," Lotto India Managing Director Lalit Kishore said.

As part of the deal, the Kochi team players will be sporting Lotto branded apparel, shoes and equipment.

Moreover, Lotto will be launching its cricket gear range within six months starting with India and later expanding it to markets like Australia, New Zealand and the West Asia.