Nissan has signed a major eight-year deal with the International Cricket Council (ICC) for global sponsorship of major cricket tournaments. The move can be seen as one of the new steps the company is taking to strengthen its position in the Indian subcontinent, where cricket is by far the most popular sport. We expect this to be followed by promotional campaigns in the short term, and solid new product launches in the medium term. Nissan hasn’t been as successful as it wished to be in India, and the Japanese carmaker is damn serious about turning around its business in the subcontinent. The new sponsorship deal is a precursor of the big things it plans for the region.
The agreement, which runs through 2023, confirms Nissan as a global sponsor of cricket’s international tournaments, including the ICC Cricket World Cup, ICC Champions Trophy and ICC World Twenty20, as well as Under 19 and Women’s Cricket and qualifying events.
The ICC partnership allows the Japanese carmaker to bring its fan-focused approach to sport to millions of cricket-lovers around the world. As a global partner, Nissan will have extensive in-venue activation, broadcast and digital rights at all ICC events.
“Innovation that excites is what Nissan does,” said Roel de Vries, corporate vice president, and global head of marketing and brand strategy for Nissan. “As partners with the ICC we will introduce ways to enrich the experience of cricket fans through our rights with the global Trophy Tour, the International Flag Bearer Program and new live event experiences.
Commenting on the agreement, David Richardson, chief executive, International Cricket Council, said: “The ICC is delighted to welcome Nissan on board as a Global Partner and we look forward to working together for the next eight years to deliver a strong partnership at all ICC global events.
Nissan has been associated with other sporting events as well, which include the UEFA Champions League, the Rio 2016 Olympics and Paralympic Games, the Olympic Teams of Great Britain, Mexico and Brazil, the National Collegiate Athletics Association, the Heisman Trophy, City Football Group and GT-R ambassador Usain Bolt.