Indian Brands Set to Shine at T20 World Cup 2024 in West Indies and USA

The ICC T20 World Cup 2024 is about to kick off on June 2, and the cricketing world is excited as teams have started arriving in the USA and the West Indies. Amidst the enthusiasm of this global event, one significant observation stands out: the overwhelming presence of Indian brands as sponsors for most of the 20 participating teams. From iconic dairy brands like Amul to the famous fantasy sports platform Dream 11, Indian companies are set to leave an indelible mark on this year’s tournament.

A Strong Indian Presence

A remarkable number of teams will be sporting jerseys adorned with logos of Indian sponsors. Amul, a household name in India, is sponsoring the USA and South Africa. Similarly, Karnataka Milk Federation’s (KMF) Nandini is backing Ireland and Scotland. This strategic move, a testament to the business acumen of Indian brands, highlights the growing influence of Indian brands in international cricket sponsorship.

Moreover, HCL Tech has been a vital partner for Cricket Australia since 2019, emphasising the long-term commitments Indian companies are willing to make in the sports industry. This trend, a testament to the rising prominence and stability of Indian businesses globally, reassures the audience about the reliability of these brands.

?The Rise of Indian Brands in International Cricket

The increasing sponsorship by Indian brands in international cricket can be attributed to several factors. One of the main reasons is the cost-effectiveness of sponsoring foreign teams, coupled with the unique brand exposure opportunities it presents. For instance, in 2023, the Board of Control for Cricket in India (BCCI) set a minimum price of Rs 350 crore for Team India's lead sponsorship rights, with Dream11 acquiring the jersey rights for Rs 358 crore.

In contrast, the sponsorship deals for international teams are significantly more affordable. Karnataka’s Nandini secured sponsorship for just Rs 2.5 crore per team, making Indian team sponsorship approximately 196% higher than that of Scotland and Ireland. This significant cost difference makes sponsoring international teams a financially attractive option for Indian brands looking to expand their reach.

Tapping into Massive Audiences

The T20 World Cup 2024 is expected to draw over 850 million viewers, offering a colossal platform for brand visibility. Nandini, for example, sees this tournament as a significant brand-building opportunity. "The World Cup is a significant brand-building opportunity, allowing us to promote our brand aggressively," stated MK Jagadish, KMF managing director, in a quote to FAQS.

This anticipated viewership includes many cricket fans from India, especially when teams like India, Pakistan, Ireland, and Canada face off in Group A. The massive audience boosts brand recognition and enhances the potential for global market penetration.

Expanding Global Presence

The ninth edition of the T20 World Cup, co-hosted by the West Indies and the USA, is a golden opportunity for brands to expand their international footprint. With the USA emerging as a vital market, Indian companies are eager to capitalise on this chance to enhance their global presence. Partnering with international teams is a strategic move to tap into new markets and build a global customer base.

ICC T20 World Cup Sponsors

ICC Principle Sponsors: Emirates, Aramco, DP World, CocaCola, IndusInd Bank, Near, FanCraze

India: IDFC First, Campa, Dream 11, SBI Life, Atomberg

Bangladesh: Robi, Pusti, Pan Pacific, Amara

Sri Lanka: ITW, Sony Pictures, Masuri, My Cola, IPG Sports, Life Water, Cristal Water, Amul

Afghanistan: Etisalat, Super Cola, Star Medical, Firebird, Dream Game Studios, Afghan Telecom

Pakistan: Pepsi, TCL, Park View City, Trans Group

Oman: Jindal Panther Rebars, Oman Tel, Oman LNG, OMFCO, Sohar Aluminium, Sohar Port, Motek, Stassen, Majees

West Indies: CG United, Dafabet, Blue Water

Ireland: Certa, Butlers, Kitman Labs, Sport Ireland, Corplay, ITW, Evoke, Arachas

Netherlands: Gray Nichols, HCL tech, Nordek, Sisar, Fairtee, Tupker Training, van ufflen

England: Vitallity, Cinch, Laithwaites, Rado, Chapel Down, Metro Bank, Saca, Ace.

Australia: NRMA Insurance, Dettol, CommBank, KFC, Woolworths, Qantas, bet365, Bundaberg, HCL Tech, Gatorade, Toyota, Liquorland, Foxtel, Kayo

New Zealand: ANZ, TVNZ, Sensz, Asahi, Ford, Dream 11, KFC, Powerade, Tegel Accor

PNG: Kumul Petrol, Boroko Motors, Capital Insurance, Santos Energy

Scotland: Nandini, Parmead Group, Magicwin, Destination Travel, Ludimos

South Africa: Bitco Telecom, Amul, Lotto, Castle, Virgin Active, Momentum, Sunfoil, Kemach, Lootmogul, Springbook Atlas

Namibia: Future Media, Xco Group, Ashburton, Imperial, Omnitel, Diagno Lab, KFC, Toyota, Capricon Group, Airlink, Toyota

Conclusion

The ICC T20 World Cup 2024 is set to be a landmark event for cricket enthusiasts and the business world. The strong presence of Indian brands across various teams highlights the strategic importance of sports sponsorship for global brand building. As the tournament unfolds, the visibility and impact of these brands will undoubtedly play a crucial role in shaping their international image and market reach. Indian companies are not just participating in the World Cup but dominating the field, both on and off the pitch.