World Cup Cricket: MRF to build branding overseas

Tyre major MRF Ltd will leverage its association with the upcoming cricket world cup next year as one of the lead sponsors to make it a global brand, said a top company official.

MRF and the International Cricket Council (ICC) Monday announced their partnership whereby the tyre maker will be the global partner for the cricket world cup and one of the lead sponsors.

"We will leverage the partnership to create awareness about MRF as a global brand to potential customers and partners across the world," K.M. Mammen told reporters here.

According to Koshy Varghese, executive vice president (marketing) at MRF, the company was one of the largest tyre makers in India.

He said the company would leverage its association with the cricket cup in other geographies where cricket is followed by the large Indian diaspora.

Welcoming MRF as a global partner, ICC chairman N. Srinivasan said the MRF brand will reach consumers across the world.

"MRF is an active promoter of sport. By deciding to be associated with the ICC in challenging economic times, it has shown its faith and support in the ICC as well as its pinnacle event," he said.

MRF already has a strong association with cricket for over 27 years and has contributed to the development of the game in the subcontinent through several initiatives, including the MRF Pace Foundation.

According to MRF officials, the company will also invest around Rs.4,000 crore over the next three years on capacity expansion.