Indian FMCG brand CavinKare has acquired Third Umpire brand partnership for all home matches of the Indian cricket team in the 2021-2022 season.
CavinKare has entered into an agreement for a year, with a right of first refusal for subsequent seasons, as the Third Umpire brand partner facilitated by ITW Consulting. This association is for all home-ground matches (T20, ODI and Test) played by the Indian Cricket Team during the upcoming season.
As part of the association, CavinKare will be seen promoting its flagship brands across matches in the home ground. In addition to this, the company will also be seen placing branded content of its flagship brands through multiple properties on ground like sight screen, LED Perimeter signages, LED big screen logos, among others.
Venkatesh Vijayaraghavan, CEO and Director - FMCG, CavinKare, said, “It is indeed a historic moment for us at CavinKare and we are thrilled to partner with International Cricket in India. Cricket is one common language that unites people from across the country instantly and our brands resonate this spirit of brotherhood aptly. We are confident that this association and visibility that we will be garnering over the course of the matches will be unparalleled. We are sure that this will further propel our brand’s visibility across markets, especially to the global audience.”
The association was kickstarted with the company’s flagship brand - 'Indica' during the recently concluded India versus New Zealand Test series.