The International Cricket Council (ICC) is expected to earn $120-150 million from the ICC Men's Cricket World Cup, scheduled to begin in India on October 5.
The governing body has 20 sponsors and partners in total for the tournament with six global partners paying $8-10 million for these sponsorship slots. They include MRF Tyres, Booking.com, IndusInd Bank, MasterCard, Aramco and Emirates, according to a report by ET.
IndusInd and MasterCard have joined as global partners after the exit of Byju's and BharatPe, who gave up their sponsorship due to their financial woes.
The deals with eight official partners, including Bira91, Polycab, Thums-Up, Upstox, Nissan, Nium, Oppo, and DP World, have been signed for $6-8 million, said experts.
Besides, category partners such as Royal Stag, Dream11, Jacob's Creek, Near Foundation, Fan Craze and Tyka will be forking out between $3 million and $4 million.
Nikhil Bardia, head of sponsorship sales and talent at RISE Worldwide, said this World Cup has set benchmarks that have not been noticed previously.
"The ICC Men's Cricket World Cup offers a massive landscape for brands to connect with their target audience across geographies," Bardia said.
"A cricket World Cup is always marketed as a festival, and with India touted as one of the front-runners in the tournament, it has catalysed interest. Brands across categories and spending pedigrees have found their relevant opportunities with the plethora of opportunities in-stadia and on-screen. The sheer impact of having it in India has been huge, with brands and sponsors flocking for visibility."
