afaqs! news bureau

BYJU's extends its sponsorship with the Indian Cricket Team

The extension has been carried for the next 18 months.

BYJU'S, the edutech brands has extended its deal with the BCCI to be on the front of the India cricket team's jersey. The extension has been carried for the next 18 months (until the end of 2023), after its original term was expired in March 2022 just before the start of IPL 2022 and is estimated to be valued at around US$ 55 million.

The brand had replaced OPPO in a deal in 2019 when the smartphone brand wanted to hand over the remainder of its term after being a Team India sponsor for two and a half years. Since then, this partnership has changed the dynamics of the the sports sponsorship playbook by setting a new standard for brands to try and emulate. It set the ball rolling for new-age tech brands to take up mega sports properties - a trend that has changed the sports landscape in the country.

Nikhil Vyas, co-founder and CEO, ITW Mworx, who led the partnership discussions, terms it as "India's most valuable and prestigious sports sponsorship" and said, "It's an iconic and most impactful sporting property like no other and BYJU'S have had a tremendous first term in terms of the exposure they have garnered. A global education company such as BYJU'S understands the value of associating with a national team representing a passionate fan base of 1.4 Billion people globally, using it as a key resource to leverage throughout the year. I am delighted that they have decided to extend their association for another term. We feel it's a natural fit and in BYJU'S & Indian Cricket we see a lot of synergies and common passion for the sport."

"This was a unique and ground-breaking deal when it was announced and the extension only vindicates our original assessment that a learning app and cricket actually have a lot in common both in terms of philosophy and in terms of a strategic marketing opportunity," said Bhairav Shanth the co-founder of ITW Universe.

ITW Universe earlier stitched together the global partnership between BYJU'S and the International Cricket Council (ICC) which will run till the end of 2023.

Have news to share? Write to us