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BYJU’S Appoints ITW Sports Inc USA as Global Activation Partner for ICC Cricket and Qatar 2022 FIFA Football World Cup

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ITW Sports Inc, a US-based sports consulting firm focused on delivering end-to-end growth strategies for brands through the impactful platforms of sports and live entertainment, and a subsidiary of ITW Universe, has today been named the Official Global Activation Partner by Ed-tech giant BYJU’S for the ICC Cricket World Cup and FIFA World Cup.



The announcement follows major sponsorship deals the Bangalore-based company has signed in the recent past, including coming on board as an official sponsor of the Qatar 2022 FIFA World Cup to be held in Qatar, as well as a three-year deal between BYJU’S and the ICC. , with BYJU’S partnering all ICC events through the end of 2023, including the ongoing ICC Men’s T20 World Cup in Australia.

ITW was instrumental in merging the deals with the BCCI and the ICC for BYJU’S, consulting the brand on the historic partnerships.

“ITW and BYJU’S share a long-standing relationship and we are proud of the work we have done to find the right platforms in international cricket and football for BYJU’S to achieve its global brand goals,” said Nikhil. VyasFounding Partner, ITW Universe & CEO ITW Sports Inc.

USA, an agency that will focus on the top 5 sports in the United States while advising emerging brands with ambitions for global expansion. In addition, the agency will be committed to supporting cricket in the United States, aiming to build sustained commercial interest in the game’s next market frontier.

“Our expertise in sports and our intrinsic knowledge of our brands and the sports environment are key to our success. We are excited about the activation around two of the world’s most watched events and are confident to deliver successful campaigns for BYJU’S ,” added Mr. Vyas.

The ITW office in India will handle the activation of the ICC T20 World Cup, while the ITW office in the US will handle the activation campaign of the FIFA World Cup.

As a global partner, BYJU’S will have extensive proprietary, broadcast and digital rights to all ICC events and similar rights to the FIFA World Cup, which is expected to be watched by an expected audience of 5 billion people around the world.

Through its partnership, BYJU’S will leverage these rights to organize unique promotions and activations to connect with passionate football and cricket fans around the world.

“Our sponsorship deals in International Cricket and Football have given us great visibility and helped BYJU’S become a household name in India. We plan to scale it up and reach the world’s largest fan base of sports with the Qatar FIFA World Cup. ITW Sports have been our partner to sponsorship agencies since the beginning of the brand journey and have helped facilitate and execute most of our sports partnerships, we are confident they will continue to achieve the ambitious brand goals set out for the upcoming cricket and football world cups,” Atit Mehta, head of marketing, BYJU’S.

The T20 World Cup, which kicked off in Australia on October 22, is currently underway, while the FIFA World Cup kicks off in November and marks the first time an Indian brand has been associated with the event as an official sponsor. .

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