The trickle of International Cricket Council (ICC) commercial deal extensions continues, with the governing body unveiling a renewal with Indian whiskey brand Royal Stag through 2027.
The previous deal between the two parties, unveiled in December 2018, ran through 2023, with the last tournament covered being the ICC Men’s Cricket World Cup in India late last year. GlobalData estimated that deal as being worth $7.5 million in total.
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The new tie-up for the next commercial cycle has been unveiled a few days into this year's T20 World Cup, taking place between June 1 and 29 across the Caribbean and the US.
Royal Stag will continue as an official supporter of the Dubai-based ICC through 2027, with that period including two events (across men’s and women’s cricket) in India.
The original tie-up in 2018 came quickly after the ICC struck a similar length deal with Indian craft beer Bira 91 – that deal has not been extended for the next cycle as yet.
Over recent weeks, the ICC has extended commercial deals with Emirates (to 2031), Aramco, and FanCraze.
It has also brought back Stats Perform as a streaming and betting data partner, with Sportradar having held those rights for the last two years.
However, reports late last month indicated that Indian tire brand MRF will not be renewing its deal for the current cycle.
Royal Stag, meanwhile, has cricket experience outside of its ICC relationship, having previously been a New Zealand men’s team shirt sponsor and a partner of the Indian Premier League’s Mumbai Indians.
