MRF ends partnership with ICC

Delhi: Tyre manufacturer MRF ended its partnership with the International Cricket Council (ICC) on Friday, concluding an eight-year relationship just two weeks before the T20 World Cup.

Media reports indicate that while MRF has officially withdrawn, other premium sponsors are also dissatisfied with the current management of cricket at the global level and are re-evaluating their partnerships with the ICC.

Although DP World and Aramco have not yet voiced concerns about their ongoing relationships with the ICC, several other sponsors are either assessing their returns on investment or planning their exits.

“There are multiple factors contributing to this. A significant issue is the lack of a strong team to maintain sponsor interest. There have been instances of potential sponsors showing interest, but due to the governing body's approach, negotiations have never fully developed,” a source told the media.

Concerns regarding the upcoming T20 World Cup, co-hosted by the West Indies and the USA, may also be influencing sponsors' decisions. Issues include inconvenient match timings, with the earliest matches starting at 8 PM IST, and inadequate promotion for the ICC’s premier T20 event.

Industry experts quoted in media reports stated, “The ICC should focus on the development of the game, not just hosting random matches in temporary stadiums to chase gate revenues. They need to decide if they are the guardians of the sport or merely event organizers. Currently, they appear to be acting like the latter.”