JOHANNESBURG: Cricket South Africa (CSA) is pleased to announce a modern partner for the Proteas for the duration of the upcoming tour of South Africa by India.
One of the highest-selling whiskey brands in India, Royal Green, has signed a deal for their name to be showcased on the back of the Proteas’ jersey. This follows the partnership with Indian dairy brand Amul during the recent ICC Cricket World Cup.
For CSA, the partnership with Royal Green is a positive step towards growth and underlines the commercial appeal of South African cricket and its potential to attract international brands. The sponsorship is expected to enhance the fan experience and bring additional resources to the Proteas, contributing to the team’s performance and cricket’s development in the country. The association with the Proteas offers Royal Green an exceptional platform for brand visibility and engagement, given the immense popularity of cricket in both South Africa and India.
CSA Chief Commercial Officer, Mtunzi Jonas commented; “We are a global brand, so it’s time to start behaving like one. This sponsorship is a recognition and acknowledgement of a team that enjoyed widespread support at the recent ICC Men’s Cricket World Cup. We are an international product, playing on almost every continent around the world in front of large audiences. The Proteas are a compelling partner for brands seeking a global audience, particularly around India and the rest of the sub-continent.
He said discussions for a sponsor began in the buildup to the ICC Men’s Cricket World Cup, and discussions were accelerated by the Proteas’ performance at the tournament. “There is a correlation between performance and commercial interest,” he said. “The Indian public really adopted us, and we emerged as their second favourite team. As a wave of interest grew around the Proteas, a number of key brands reached out to partner with us for the India tour to South Africa. We wanted to leverage the momentum the Proteas had built up and hold that into the end-of-year tour.”
Jonas said Royal Green were quick to see the affinity of Indian public towards the Proteas, and those South African players who gain established themselves in the IPL. “The SA-India tour is as marvelous as it gets for us. From a Test perspective, South Africa is the one country in which India has never won a series,” said Jonas.
Over the last year, there has been a positive change in sentiment both on and off the field and this has led to higher engagement with local and global brands.
Virat Maan, Chief Executive Officer of ADS Group said; “We are excited about this association with the Proteas. Royal Green Whisky is one of the fastest growing Millionaire Whisky Brand in the world & has set a benchmark in the industry. Royal Green is also available in International markets & has strong Global ambitions. Royal Green as a perfect blend embodies quality & success and is dedicated to support and cheer the glorious sport of cricket. Looking forward to the exciting Cricketing action in the upcoming South Africa series.”
Source: cricket.co.za
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