According to reports, the International Cricket Council (ICC), which is a multinational financial services corporation based in the United States, has replaced BharatPe with Mastercard as its global sponsor.
Mastercard has been actively pursuing profitable sponsorship deals over the past year and has already secured the title sponsorship rights for both international and domestic home fixtures of the Board of Control for Cricket in India (BCCI) from Paytm.
Mastercard Replacing BharatPe as ICC’s Global Sponsor
Despite Mastercard showing interest in sponsoring the Indian Premier League (IPL) ahead of the 2022 season, the category was eventually taken over by RuPay. Typically, the ICC’s sponsorships last for three years, with BharatPe serving as the global sponsor from June 7, 2021, until the end of 2023.
Under this partnership, BharatPe was allowed to promote its “buy now pay later” brand, postpe, at all ICC events between the World Test Championship 2021 and the ICC Men’s ODI World Cup 2023. It is said that BharatPe had blocked the sponsorship category of banking and wallet.
As BharatPe faced challenges in the past year and sought to reduce its advertising expenses, the company is reportedly considering ending its partnership with the international cricket governing body. Nonetheless, according to sources at SportsMint, Mastercard has already secured a deal with the ICC to replace BharatPe as a sponsor.
Mastercard has signed a multi-year deal that will give them the opportunity for notable on-screen and in-venue branding placements. For instance, their logo may appear in 3D on the field and on LED advertising boards near the boundary rope. Furthermore, Mastercard will be able to provide exclusive experiences for their customers during the upcoming ICC Men’s ODI World Cup 2023 in India.
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