BharatPe has entered into a strategic partnership with the International Cricket Council (ICC).
The association will ensure BharatPe’s involvement and integration at all ICC events throughout the term. BharatPe too, will promote the association across broadcast and digital platforms, as well as execute in-venue brand activations at all the ICC events.
The ICC partnership is an extension to BharatPe’s existing brand strategy centred around cricket and will enable the brand to roll out campaigns for all ICC global events till end of 2023.
Ashneer Grover, co-founder and CEO, BharatPe said, “We are excited to enter into a strategic association with ICC and look forward to partnering with them for the world’s most prestigious and celebrated cricketing tournaments over the next 3 years. We believe that cricket is one of the biggest unifiers - that cuts across geographies and/or languages. I am confident that this association will enable us to build a stronger relationship with our existing merchants, as well as engage better with millions of new, small merchants across the length and breadth of India. It is a matter of immense pride for us that BharatPe, a truly Indian company that started its journey just 2.5 years ago, will be representing the nation on global platforms of ICC.”
Anurag Dahiya, chief commercial officer, ICC “We are pleased to have BharatPe on board as a partner for all our marquee tournaments, beginning with the final of the ICC World Test championship between India and New Zealand, to be held in Southampton in June. Our women’s and men’s events, provide leading brands an unparalleled, high-reach platform for conversations with very involved and passionate fans. Our commercial partners have greatly benefitted from working with us on our events and 2021-23 presents a unique opportunity with five senior level world cups taking place, which will set the stage for reaching out to an unprecedented numbers of cricket fans.”
Currently, the company has its own ‘Team BharatPe’ comprising 11 Indian cricket stars as brand ambassadors, including Rohit Sharma, Jasprit Bumrah, KL Rahul, Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju Samson, Yuzvendra Chahal, and Shubhman Gill.