MRF Ends ICC Partnership Before 2024 T20 World Cup
MRF has ended its long-term partnership with the ICC. Other major sponsors are also reassessing their commitments due to marketing and scheduling issues.
Sumit Rawat
As reported by News18's CricketNext, MRF has ended its partnership with the International Cricket Council (ICC) just weeks before the 2024 T20 World Cup. This move marks the end of a significant and long-standing collaboration between the tire manufacturer and the global cricket body.
According to the report, other major ICC sponsors are also reassessing their relationships. While DP World and Aramco remain committed, several sponsors are evaluating their return on investment or considering exit strategies. This reevaluation is attributed to perceived deficiencies in ICC's marketing and sponsorship management, poor event scheduling, and insufficient communication with stakeholders.
A spokesperson familiar with the situation remarked, “There are multiple factors contributing to this. One key issue is the lack of a robust team to maintain sponsor interest. There have been cases of potential sponsors showing interest, but the ICC's approach has often led to failed negotiations.”
Industry experts noted that sponsors are rightly reassessing their priorities, especially given that the upcoming T20 World Cup will be held in a time zone that may not be ideal for their interests. "The time zone factor is a major concern," added another expert.
Critics argue that the ICC should focus more on the development of the game rather than treating it like a commercial event. “The ICC’s primary goal should be the development of cricket, not organizing random matches for gate revenue. They need to act as gatekeepers of the game rather than event organizers,” stated an industry insider.
