The International Cricket Council (ICC) global governing body has extended its partnership with FanCraze, the Indian non-fungible token (NFT) platform.
Through a multi-year deal between the two bodies, the partnership originally unveiled in January 2022 has been renewed. This comes with the 2024 ICC Men’s Twenty20 World Cup, one of its most iconic tournaments, set to begin on June 1 in the US (it will also be held in the Caribbean).
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The deal will “build on the success” of the range of Crictos digital collectibles that were launched two years ago.
The new deal will also involve the launch of a web3 fantasy game, ICC Crictos SuperTeam, which will feature those officially licensed collectibles. Through the game, fans can build fantasy teams and compete in contests for which prizes will be awarded on a daily basis.
Activations involving Crictos have included gifting collectibles to fans who attended the ICC Men’s T20 World Cup in Australia in 2022, as well as providing supporters with “exclusive behind-the-scenes experiences.”
Finn Bradshaw, head of digital at the ICC, said: “We are excited to enter a new era of digital engagement, using innovative technology to deepen fan interaction and grow the sport on a global scale.”
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By GlobalDataAnshum Bhambri, FanCraze’s co-founder and chief executive, added: “It’s a major milestone for us as we pursue our goal to build a compelling global community for cricket fans. SuperTeam will revolutionize digital sports fandom and build upon FanCraze’s user base across over 100 countries.”
The initial deal between the two parties saw digital collectibles launched to showcase some of the most iconic moments in international cricket.
This month, the ICC also unveiled a multi-year extension of its deal with Saudi Arabian oil giant Aramco.
Following an initial tie-up between the pair which began in October 2022 and ran through until early 2024, the brand has now signed up as a global sponsor through 2027 and will continue to have premier partner rights at the various men’s, women’s, and under-19 ICC events scheduled to take place over the next three and a half years.
However, recent reports suggested that the ICC’s commercial deal with Indian tire brand MRF would not be renewed when it comes to an end later this year.
