Bira 91’s Global Partnership with International Cricket Council (ICC)

Khaitan & Co advised Bira91 on the commercial contract with the ICC and led the negotiations with the ICC on the partnership agreement.

Bira 91, one of the world’s fastest growing craft beer brands, has entered into a major five-year deal with the International Cricket Council (ICC). The partnership, which runs through 2023, confirms Bira 91 as the official sponsor of ICC global tournaments including the ICC Cricket World Cup, ICC T20 World Cup, ICC World Test Championship, ICC U19 Cricket World Cup and the ICC Women’s Championship.

This is the brand’s first foray into sports. As an official partner, Bira 91 will integrate the partnership across broadcast and digital platforms, and in-venue activations at all ICC events through their range of products.”

ICC currently has 104 member countries. It continues to expand its global footprint and reinvent the game with the vision of making it more relevant for younger and new spectators including females, which is in sync with Bira 91’s ambition. “Imagined in India, for new world” being the brand’s core philosophy, the brand aspires to drive a global shift in beer towards more flavour and colour.

Khaitan & Co advised Bira91 with a team including Bharat Anand (Picture) and Nidhi Killawala.

Involved fees earner: Bharat Anand – Khaitan & Co.; Nidhi Killawala – Khaitan & Co.;

Law Firms: Khaitan & Co.;

Clients: Bira 91;