Edelweiss named title sponsor for second ICL Twenty20 series

The tournament will start on March 9 and go on till April 7

The Indian Cricket League (ICL) will start its second Twenty20 tournament on March 9. Edelweiss Capital Ltd, a financial services company, has been chosen to be the title sponsor for the tournament. ICL has a total of eight teams for this tournament, up two from the previous six teams. The league has signed eight other sponsors for the individual teams. However, Himanshu Modi, business head, ICL, refused to reveal the names of the eight sponsors. He said they will be known officially in a day’s time.

The two new teams that have been included this time are the Ahmedabad Rockets and the Lahore Badshahs. The other six teams are the same: Mumbai Champs, Chennai Superstars, Kolkata Tigers, Hyderabad Heroes, Delhi Giants and Chandigarh Lions. International cricket players, including Damien Martyn, Inzamam ul Haq, Brian Lara, Stuart Law, Craig McMillan, Chris Harris, Marvan Attapatu and Chris Cains are leading the eight teams, respectively.

Edelweiss named title sponsor for second ICL Twenty20 series

This time also, ICL will have individual advertising campaigns for each of the eight teams. Last time, when the first ICL tournament was held in December 2007, six ICL teams were positioned individually according to their USPs and promoted through a 360 degree communication plan. O&M devised the campaign for the tournament. This time, the promotions will be handled by Draft-FCB-Ulka, Zee Network’s official advertising agency. Modi says O&M was hired for just the three month project for ICL’s first tournament.

The 360 degree campaign is likely to break on March 6. The media mix includes print, outdoor advertising, TV promos, radio, Internet, mobile and on-ground activities.

The tournament will last from March 9 to April 7. It will be held in three locations in India, Hyderabad, Chandigarh and Gurgaon. There will be a total of 34 matches and they will be telecast on Ten Sports and Zee Sports.

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