Kolkata, Jun 7 (UNI) BharatPe, India’s leading financial services company for merchants,
on Monday announced that it has entered into a strategic partnership with International
Cricket Council (ICC).
The agreement, will ensure BharatPe’s involvement and integration at all ICC events
throughout the term. These include the upcoming ICC World Test Championship
(Southampton, UK 2021), ICC Men’s T20 World Cup (India, 2021), ICC Men’s T20
World Cup (Australia, 2022), ICC Women’s World Cup (New Zealand, 2022), ICC U19
Cricket World Cup (West Indies, 2022), ICC Women’s T20 World Cup (South Africa,
2022), ICC Men’s Cricket World Cup (India, 2023) and ICC World Test Championship
(2023).
As a prestigious Partner of ICC, BharatPe will promote the association across broadcast
and digital platforms, as well as execute in-venue brand activations at all the ICC events.
In addition to extensive and integrated brand presence for BharatPe across a host of ICC
events, this partnership will also enable BharatPe to roll out innovative campaigns to connect
and engage with millions of cricket fans and shop owners across the country.
The ICC partnership is an organic extension to BharatPe’s existing brand strategy centred
around cricket. The company currently has its own ‘Team BharatPe’ comprising of 11 Indian
cricket stars as its brand ambassadors, namely, Rohit Sharma, Jasprit Bumrah, KL Rahul,
Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju
Samson, Yuzvendra Chahal, and Shubhman Gill.
Speaking on this strategic partnership, Ashneer Grover, Co-Founder and CEO, BharatPe
said, “We are excited to enter into a strategic association with ICC and look forward to
partnering with them for the world’s most prestigious and celebrated cricketing tournaments
over the next 3 years. We believe that cricket is one of the biggest unifiers - that cuts across geographies and/or languages. I am confident that this association will enable us to build a
stronger relationship with our existing merchants, as well as engage better with millions of
new, small merchants across the length and breadth of India. It is a matter of immense pride
for us that BharatPe, a truly Indian company that started its journey just 2.5 years ago, will
be representing the nation on global platforms of ICC.”
Speaking on the association, Anurag Dahiya, Chief Commercial Officer, ICC “We are
pleased to have BharatPe on board as a partner for all our marquee tournaments, beginning
with the final of the ICC World Test Championship between India and New Zealand to be held
in Southampton in June. Our women’s and men’s events, provide leading brands an
unparalleled, high-reach platform for conversations with very involved and passionate fans.
Our commercial partners have greatly benefitted from working with us on our events and
2021-23 presents a unique opportunity with 5 senior level World Cups taking place, which
will set the stage for reaching out to an unprecedented numbers of cricket fans.”
UNI BM