An Indian brand has joined hands with the International Cricket Council as the official Grooming Partner for all the ICC men’s events running up to the T20 World Cup next year.
Indian brands and Indian money have been the biggest driving factor for the global cricket economy. If the Indian Premier League is the single largest revenue source for leading international cricketers, Indian brands have been the major contributors to the revenue of various national cricket boards. A cricket series with India getting the best media values for the host boards is the testimony to the value India and Indian brands add to the sport.
The trend also applies to the world governing body for the sport. The ICC has inked a two year deal with Indian herbal brand Himalaya Drugs. As part of the deal Himalaya MEN, The Himalaya Drug Company’s Men’s care range, will be the Official Men’s Grooming Partner for ICC’s men’s events through 2022. This association covers the ICC World Test Championship Finals 2021, ICC Men’s T20 World Cup 2021, and ICC Men’s T20 World Cup 2022.
Announcing the deal, ICC’s Chief Commercial Officer Anurag Dahiya said, “Our events provide leading brands an unparalleled, high-reach platform for conversations with tremendously involved and passionate fans. We are pleased to have Himalaya MEN on board as a partner for some of our marquee men’s tournaments, beginning with the final of the ICC World Test Championship between India and New Zealand to be held in Southampton, ICC Men’s T20 World Cup 2021 in India, followed by the ICC Men’s T20 World 2022 in Australia.”
Rajesh Krishnamurthy, Business Director – Consumer Products Division, The Himalaya Drug Company, added “Cricket is a sport that is enjoyed by everyone in India, and it is indeed a great opportunity to have associated with the world governing body of cricket, International Cricket Council. This is a fantastic opportunity to take a homegrown Men’s Grooming Brand like Himalaya MEN to a global platform, as it further reinforces our commitment to wellness and sports. We are extremely delighted that this partnership will further enhance our brand vision of ’Wellness in Every Home and Happiness in Every Heart’ to our large consumer base.”
The Himalaya Men has been riding cricket’s marketing muscle for its brand promotion. The brand is endorsed by India’s and cricket’s biggest marketing icon Virat Kohli and the latest cricketing sensation, the man with X factor Rishabh Pant.