The International Cricket Council (ICC) has announced Kingfisher as the official lager partner for the upcoming ICC Champions Trophy in England and Wales from June 1 to June 18.
ICC said on its website on Wednesday that Kingfisher would be the exclusive lager supplier at the three iconic venues of the event, namely Edgbaston, The Oval and Cardiff.
ICC General Manager Campbell Jamieson said that Kingfisher was an iconic brand that had a long standing association with cricket.
“We are pleased to welcome Kingfisher to the ICC Champions Trophy family of partners.
“It will resonate with our global fan base and we will be working hard across the venues and the Fan Park to deliver the best possible exposure throughout the event.
“Kingfisher’s premium brand positioning and its Indian heritage make it a superb fit for cricket and the ICC.
“Our commercial programme continues to go from strength to strength with significant interest from a wide range of global brands keen to connect with cricket fans around the world,’’ it said.
According to ICC, Kingfisher’s partnership is the second event partner to be announced in recent weeks with a number more on the horizon.
It added that Damon Swarbrick, Kingfisher Beer Europe Chief Executive Officer, said that nothing could be more “Indian’’ and exciting than watching a cricket match with a cold, crisp pint of Kingfisher.
“We are extremely excited about bringing this experience to this summer’s ICC Champions Trophy.
“The partnership also gives our target consumers the perfect opportunity to re-evaluate the brand outside of Kingfisher’s normal usage occasion in Indian restaurants,’’ ICC quoted Swarbrick as saying. (NAN)