With ICC Champions Trophy event just 21 days away to entertain the jam-packed stadium and cricket fanatics across the globe, the world cricket body International Cricket Council has partnered with India’s beer company Kingfisher as its official lager partner for its mega event this summer.

“We are pleased to welcome Kingfisher to the ICC Champions Trophy family of partners. Kingfisher is an iconic brand that has a long standing association with cricket,” ICC General Manager for Commercial Campbell Jamieson was quoted by ICC’s release.

The ICC Champions Trophy is scheduled from June 1 to June 18 in England and Wales.

“It will resonate with our global fan base and we will be working hard across the venues and the Fan Park to deliver the best possible exposure throughout the event,” Jamieson said.

In its fresh release, the ICC’s statement mentioned Kingfisher will be the exclusive partner to supply lager at the three venues which include Cardiff, The Oval and Edgbaston and will be further supplying it at the Fan Park for ICC’s event.

While terming Kingfisher is the best to go with in a bid to play the significant role to bring fans closer to the gentleman’s game as ICC is looking forward to tie-up for other commercial duties.

“Kingfisher’s premium brand positioning and its Indian heritage makes it a superb fit for cricket and the ICC,” Jamieson added.

As the Kingfisher has been announced as the event partner by ICC, its CEO for Kingfisher Beer Europe Damon Swarbrick said they are delighted to partner with ICC in a bid to serve the Kingfisher lager which has a rich Indian heritage on its back as a brand.

“Nothing could be more ‘Indian’ than watching a cricket match with a cold, crisp pint of Kingfisher and we are extremely excited about bringing this experience to this summer’s ICC Champions Trophy,” Swarbrick said.

Swarbrick has further revealed that their aim is to give their best while giving their rich experience to its consumers and the fans of cricket in this summer’s ICC event.

“The partnership also gives our target consumers the perfect opportunity to re-evaluate the brand outside of Kingfisher’s normal usage occasion in Indian restaurants,” Swarbrick concluded.

The limited-overs event will feature eight teams including Bangladesh.


    Tahir Ibn Manzoor is a staffer at Sportzwiki.com, who follows cricket like food after listening to running commentary on a transistor radio when he was only eight, and penned down the scorecard when he turned 11. He Tweets @TahirIbnManzoor

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