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Brands Cash In At The Cricket World Cup

November 16, 2022

The month-long, 16-team International Cricket Council (ICC) Men's T20 World Cup–held this year in Australia–wrapped up Sunday (11/13), as England defeated Pakistan at the Melbourne Cricket Ground to claim its second tournament title.

The competition garnered a total of 96 deals, 41 of which were brand partnerships–including England’s with cinch, the UK’s fastest-growing used car online marketplace, which saw the company’s logo emblazoned on the team’s jersey. Financial, Government, and Beverage–Non-Alcoholic took the top 3 spots on the category list.

Nissan had the most assets of all the tournament sponsors, with 21. The Japanese carmaker’s Magnite SUV was the official car of the event, while other activations included a display of all-new models including the Qashqai and X-Trail. The Nissan brand also appeared on the three stumps behind the batter, giving the brand unrivaled visibility throughout the game. Nissan also “drove” the ICC Men’s T20 World Cup 2022 Trophy Tour, a huge activation that circled the globe with visits to 35 locations in 13 countries across four continents.

Saudi Arabian oil giant, Aramco Services, took the second spot with 18 assets. The company provided bottle collection machines for recycling inside the Melbourne Cricket Ground while also activating their brand on the three stumps. English superstar Sam Curran earned the “Player of the Match” award, also sponsored by Aramco.

Global cryptocurrency exchange FTX landed in third place with 17 sponsorship assets throughout the championship. Its partnership as the official cryptocurrency exchange partner of the ICC came to a screeching halt just prior to the final match, as FTX branding was removed from one of the most-watched sporting events of the year amid the company’s headline-making collapse.

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