GoDaddy becomes official sponsor of ICC World Cup 2019

  • This is GoDaddy’s first sponsorship deal with the 12th edition of the global sports event
  • The company will have a significant on-ground presence

New Delhi: GoDaddy Inc., the company that manages internet names and registrations, on Tuesday announced that it had signed a partnership with the International Cricket Council (ICC) as official sponsor of the ICC Men’s Cricket World Cup 2019. This is GoDaddy’s first sponsorship deal with the 12th edition of the global sports event scheduled to be hosted by England and Wales between 30 May and 14 July.

Sports marketing experts estimate the size of GoDaddy’s sponsorship deal to be $2-3 million.

“ICC World Cup provides a unique opportunity because two-thirds of the world’s population, including India, will watch the event. We are focused on growing in tier II and III towns, where the next wave of 200 million internet users will come. We want to use ICC World Cup to both engage with customers and promote the benefits of coming online," said Nikhil Arora, managing director and vice-president, GoDaddy India.

As part of the sponsorship, the company will have a significant on-ground presence, including the perimeter of the ground, side-screen and backdrops at the stadium. GoDaddy will also conduct activations to engage with fans visiting from India along with launching an above-the-line (ATL) campaign targeted at entrepreneurs and small businesses.

“We are excited to partner with GoDaddy for the Cricket World Cup 2019. GoDaddy has, for a long time, been an active supporter of sport in India and around the world, and has successfully leveraged the influence of sports to empower and inspire entrepreneurs. Our partnership with GoDaddy connects their entrepreneurial zeal with the year’s biggest sporting extravaganza, which I know will be a winning combination," said Campbell Jamieson, general manager – commercial, International Cricket Council (ICC).

In India, GoDaddy has been associated with cricket in various formats, currently supporting cricketer MS Dhoni with his entrepreneurial venture.

B9 Beverages Pvt. Ltd, the maker of Bira 91 beer, signed a five-year global partnership with the ICC last November for an estimated $5-6 million per year. The ICC’s global partners include carmaker Nissan Motor Co. Ltd, smartphone maker Oppo Co. Ltd, MRF Tyres Ltd and Emirates Airlines, which are estimated to be paying about $6-8 million a year.

Partnering with ICC World Cup is a high-risk and high-reward proposition, said Indranil Das Blah, chief executive of entertainment marketing firm Kwan Entertainment and Marketing Solutions. "It comes purely from how India performs at the tournament. If India reaches the finals then the brand will get a bang for the buck but if it fails to perform then it will be a lot of money washed down the drain. That is always the case with the World Cup," he added.