MRF hopes to replicate the success of its three-decade association with cricket in India in its international markets by partnering with the ICC Cricket World Cup 2015.

MRF has agreed to be a lead sponsor for the upcoming World Cup to be played in Australia and New Zealand in February-March 2015.

KM Mammen, Chairman and Managing Director, MRF Ltd, said through the tie-up with ICC, the company will benefit from the increasing popularity of the game, particularly among the youth. Also, MRF has since its early days been associated with the game – the MRF Pace Foundation, which is nearly three decades old, is an example of this passion for cricket, he said.

N Srinivasan, Chairman, ICC, said MRF is a household name associated with cricket from its early days. The Council is happy to partner with it. The World Cup will have 49 matches played in 14 venues in Australia and New Zealand from mid-February 2015.

Koshy Varghese, Executive Vice-President Marketing, MRF, said as lead sponsor the tyre manufacturer will have access to multiple branding opportunities at all the venues. The ₹14,000-crore company spends nearly 1 per cent of its turnover on brand building and advertisements.

This deal will give it an opportunity to reinforce its presence in all its major markets in the region, including Africa and Asia.

Published on December 1, 2014