ICC Partners

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The ICC Commercial programme aims to optimize revenues for the benefit of the game by delivering exciting, engaging global events that attract new and diverse fans and by building long-term successful commercial partnerships.

The programme provides media owners and brands with powerful products and platforms to meaningfully engage a global audience (estimated currently at 2.5 billion with a projected 4.85 billion cumulative broadcast audience across 18 events from 2016-2023) – representing an unrivalled commercial product and platform delivering fan engagement, significant viewership reach, brand profile, increased sales and brand affinity opportunities.

The stories, values and emotive connections generated by cricket and delivered via broadcast, digital and social media in over 220 territories has led to 97% ‘recommendation’ and ‘preference’ for brands to sponsor and engage with cricket.

The programme is managed in-house by an experienced team that oversees event delivery, sponsorships, brand licenses, broadcast production, media and digital rights, digital content and channels, marketing and overall commercial sales.

“One of the core values of cricket is teamwork. As such, teamwork, the spirit of partnership and collaboration is at the heart of everything we do.”
ICC Chief Executive David Richardson