The Int'l Cricket Council "roped in" Indian alcohol beverage brand Royal Stag as official sponsor for the next five years, according to Gaurav Laghate of the ECONOMIC TIMES. The partnership, which runs through '23, will cover int'l events, including the upcoming big-ticket calendar events -- the Cricket World Cup, T20 World Cup and World Test Championship. Financial details of the deal were not disclosed, but industry experts estimate the deal to be in the range of $25-$30M for five years. Royal Stag manufacturer Pernod Ricard India CMO Kartik Mohindra said, "It is safe to say that this is a large association and our brand is taking a leap with it. To me, there is a cost to such association, but in return, we are getting a 360-degree amplification." The company has also "roped in" seven cricketers -- Faf du Plessis, Ben Stokes, K.L. Rahul, Andre Russel, Kane Williamson, Mitchell Starc and Angelo Mathews for its new campaign. Created by Ogilvy & Mather, the campaign is directed by Llyod Baptista and "will be rolled out shortly" (ECONOMIC TIMES, 12/12). INSIDE SPORT's Harsh Sharma reported it is the ICC's second sponsorship deal with an Indian alcohol brand "within a fortnight" after the governing body announced beer brand Bira 91 as its official sponsor for global tournaments (INSIDE SPORT, 12/12).
