CavinKare is a Chennai-based fast-moving consumer goods (FMCG) company. It has announced a ‘Third Umpire’ partnership deal with the Indian cricket team. This partnership will be a part of the home season of the Indian cricket team in 2021-2022.
Basically, ‘Third Umpire’ is a multi-crore partnership. It’s arranged by ITW Sports Consulting and will be valid for the T20, ODI and Test matches.
According to the deal, CalvinKare will promote its flagship brands during the 21 matches taking place in the International Cricket Home Season 2021-2022 and all the subsequent matches that will take place during the season as said by BCCI.
This partnership started during the T20 series of the ongoing India-New Zealand cricket series, in which the company promoted a haircare brand-Indica.
The company is looking forward to displaying other branded materials like sight screens, LED perimeter signage, LED big screen logos, and ‘CK Exclusive Super Sixes’ (It’s a CK brand in which ‘Super Sixes’ is created, each time any batter hits a six across all formats).
Venkatesh Vijayaraghavan, the company’s CEO and Director of FMCG, said that cricket is an emotion that helps unite people from all over the world and our brand will efficiently reflect this feeling of unity.
He also said that this ‘Third Umpire’ partnership will help promote the company’s brand globally.
The company sells a variety of goods including personal care items, dairy goods, packaged goods, beverages, snacks, and salons.