SA20 Sponsors Fuel Cricket Growth

As the first season of the new PSL Live Streaming India  enters its second year, it’s clear that its growing stature has captivated cricket fans around the world. With ticket sales and viewership at an all-time high, the competition’s success has positioned it squarely among global T20 circuits. And while expansion is off the table for now, the league’s commissioner Graeme Smith wants to ensure that the six franchises stay competitive and relevant in their current format.

To do so, he’s enlisted the help of a new innovation partner: Virtual Eye, a Dunedin-based company with a global reputation for 3D graphics and sports data visualisation. The partnership brings together NZC’s expertise in high-performance programming with the company’s deep knowledge of how to extract data and visualise it for broadcasters and fan engagement purposes.

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The new collaboration marks the latest example of sponsorships in cricket that are moving beyond brand recognition and visibility to add value for both sponsors and consumers alike. For example, Mahindra’s deal with Lions Cricket goes well beyond a branding commitment that extends to the stadium and team kits. It also includes support for local communities in Johannesburg and a focus on social impact initiatives in rural areas.

Meanwhile, Coca-Cola India has extended its sponsorship of the Big Bash League (BBL) to 2022, leveraging the league’s global reach and elite cricket stars. The deal also aims to drive awareness and activation of its Thums Up XForce and BodyArmor Lyte ORS products in the region.