Go Daddy becomes official sponsor of ICC World Cup 2019
Go Daddy becomes official sponsor of ICC World Cup 2019
New Delhi: GoDaddy
Inc., the company that manages internet names and registrations, on
Tuesday announced that it had signed a partnership with the
International Cricket Council (ICC) as official sponsor of the ICC Men's
Cricket World Cup 2019. This is GoDaddy's first sponsorship deal with
the 12th edition of the global sports event scheduled to be hosted by
England and Wales between 30 May and 14 July.
Sports marketing experts estimate the size of GoDaddy's sponsorship deal to be $2-3 million.
"ICC
World Cup provides a unique opportunity because two-thirds of the
world's population, including India, will watch the event.
We
are focused on growing in tier II and III towns, where the next wave of
200 million internet users will come. We want to use ICC World Cup to
both engage with customers and promote the benefits of coming online,"
said Nikhil Arora, managing director and vice-president, GoDaddy India.
As
part of the sponsorship, the company will have a significant on-ground
presence, including the perimeter of the ground, side-screen and
backdrops at the stadium. GoDaddy will also conduct activations to
engage with fans visiting from India along with launching an
above-the-line (ATL) campaign targeted at entrepreneurs and small
businesses.
"We
are excited to partner with GoDaddy for the Cricket World Cup 2019.
GoDaddy has, for a long time, been an active supporter of sport in India
and around the world, and has successfully leveraged the influence of
sports to empower and inspire entrepreneurs. Our partnership with
GoDaddy connects their entrepreneurial zeal with the year's biggest
sporting extravaganza, which I know will be a winning combination," said
Campbell Jamieson, general manager - commercial, International Cricket
Council (ICC).
In
India, GoDaddy has been associated with cricket in various formats,
currently supporting cricketer MS Dhoni with his entrepreneurial
venture.
B9 Beverages Pvt. Ltd, the maker of Bira 91 beer,
signed a five-year global partnership with the ICC last November for an
estimated $5-6 million per year. The ICC's global partners include
carmaker Nissan Motor Co. Ltd, smartphone maker Oppo Co. Ltd, MRF Tyres
Ltd and Emirates Airlines, which are estimated to be paying about $6-8
million a year.
Partnering
with ICC World Cup is a high-risk and high-reward proposition, said
Indranil Das Blah, chief executive of entertainment marketing firm Kwan
Entertainment and Marketing Solutions. "It comes purely from how India
performs at the tournament. If India reaches the finals then the brand
will get a bang for the buck but if it fails to perform then it will be a
lot of money washed down the drain. That is always the case with the
World Cup," he added.
No comments