Star India’s video streaming platform Hotstar has signed up as the associate sponsor for the 2016 International Cricket Council (ICC) World Twenty20 (T20).
Hotstar’s late addition as an official partner of the T20 World Cup increases the total number of on-ground sponsors for the event to seven. Other sponsors for the global event include Nissan, Oppo Mobiles, MRF Tyres, Emirates, MoneyGram and Pepsi.
The agreement guarantees Hotstar, which already holds exclusive digital rights to the event, on-ground visibility at all venues for the entire month-long tournament.
Star India, a major force in cricket, has been selling the global media rights to the tournament in recent months, having secured a deal in October 2014 for the rights to all of the ICC’s major competitions until 2023.
The News Corp-owned company also has an on-ground presence in the Indian Premier League (IPL) and has a title sponsorship rights deal in place with the Indian cricket team, while it was previously the title sponsor of Board of Control for Cricket in India (BCCI) tournaments.
ICC chief executive David Richardson said, “We are delighted that Hotstar has decided to strengthen its support of cricket and relationship with the ICC as a global partner of the ICC World Twenty20 India 2016.”
The first round of the men's ICC World T20 begins on Tuesday with Zimbabwe's game against Hong Kong in Nagpur, with the top teams to join in at the Super 10 stage from Tuesday 15th March. A concurrent women’s edition also begins on 15th March with India's game against Bangladesh.