Cricket South Africa has announced that it has concluded a deal with Indian whiskey brand Royal Green for the Indian tour of South Africa.
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 CSA’s partnership with Indian dairy brand Amul during the recent ICC Cricket World Cup.
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“We are a global brand, so it’s time to start behaving like one,” said CSA Chief Commercial Officer, Mtunzi Jonas. “This sponsorship is 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.
“There is a correlation between performance and commercial interest,” continued Jonas. “The Indian public really adopted us (at the World Cup), 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 take that into the end-of-year tour.”