BharatPe, the Indian digital payments specialist, has today concluded a multi-year deal to become a new major sponsor of the International Cricket Council.

The agreement runs to 2020 and includes various global events including the upcoming World Test Championship final in the UK, to be contested by India and New Zealand, the 2021 and 2022 Men’s T20 World Cups, the 2022 Women’s Cricket World Cup and Women’s T20 World Cup and the 2023 Men’s Cricket World Cup and World Test Championship.

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Delhi-headquartered BharatPe, which is already active in cricket, was linked with sponsorship of the ICC in March, and plans to promote the association across broadcast and digital platforms, and conduct brand activations at venues at the ICC tournaments.

The company will also be rolling out campaigns to engage with cricket fans and shop owners across India.

BharatPe already has endorsement deals with 11 top Indian cricketers in Rohit Sharma, Jasprit Bumrah, KL Rahul, Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju Samson, Yuzvendra Chahal and Shubhman Gill.

Welcoming the new deal, Anurag Dahiya, the chief commercial officer of the ICC, said: “We are pleased to have BharatPe on board as a partner for all our marquee tournaments, beginning with the final of the ICC World Test Championship between India and New Zealand to be held in Southampton in June. Our women’s and men’s events, provide leading brands an unparalleled, high-reach platform for conversations with very involved and passionate fans.

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“Our commercial partners have greatly benefitted from working with us on our events and 2021-23 presents a unique opportunity with five senior level World Cups taking place, which will set the stage for reaching out to an unprecedented numbers of cricket fans.”

Ashneer Grover, co-founder and chief executive of BharatPe, added: “We are excited to enter into a strategic association with ICC and look forward to partnering with them for the world’s most prestigious and celebrated cricketing tournaments over the next three years. We believe that cricket is one of the biggest unifiers – that cut across geographies and/or languages.

“I am confident that this association will enable us to build a stronger relationship with our existing merchants, as well as engage better with millions of new, small merchants across the length and breadth of India. It is a matter of immense pride for us that BharatPe, a truly Indian company that started its journey just 2.5 years ago, will be representing the nation on global platforms of ICC.”