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Volume 7 No. 149
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Beer Brand Bira 91 Signs Five-Year Deal With ICC

B9 Beverages, the maker of Bira 91 beer, on Wednesday signed a five-year global partnership with the Int'l Cricket Council, "making it the first Indian beverage brand to strike a global sponsorship deal with the cricket governing body," according to Saumya Tewari of LIVE MINT. Sports marketing experts estimate the size of Bira 91’s sponsorship deal to be $5M-$6M per year. ICC’s global partners, such as carmaker Nissan, smartphone maker Oppo, MRF Tyres and Emirates Airlines are estimated to be paying from $6M-$8M a year. As an official partner, Bira 91 will have a "comprehensive presence" through its range of products (beer, including non-alcoholic beer, and hot sauce) across broadcast, digital and on-ground activations of all ICC global tournaments, including the 2019 World Cup, T20 World Cup, World Test Championship, U19 World Cup and Women’s World Cup. Bira will leverage the upcoming ICC World Cup scheduled to be hosted by England and Wales next year "as it looks to make inroads" in the U.K. market. B9 Beverages Founder & CEO Ankur Jain said, "This partnership is aligned with our aspiration of becoming a global brand coming out of India" (LIVE MINT, 11/28).