Seagram’s Royal Stag has renewed its partnership with the International Cricket Council (ICC) for an additional four years, extending their previous agreement

Seagram’s Royal Stag has extended its association with the International Cricket Council (ICC) for four more years, reaffirming the brand’s commitment to cricket and its global community of fans. The partnership, which will continue until the end of 2027, solidifies Royal Stag’s status as an official supporter, beginning with the ICC Men’s T20 World Cup in the West Indies and the USA.

This extension follows the brand’s previous five-year partnership with the ICC from 2018 to 2023. Cricket has always been a crucial consumer engagement pillar for Royal Stag, and the brand’s ongoing association with the ICC and top cricketers like Rohit Sharma, Jasprit Bumrah, and Suryakumar Yadav has strengthened its connection with millions of cricket fans worldwide.

The association has seen multiple large-scale campaigns like #ItStartsWithYou, #InItToWinIt and #LargeHumaaraHai driven through 360-degree media amplification, digital engagement, technological interventions, and fan experiences; keeping the brand’s ‘Live It Large’ philosophy at the forefront.

On the brand’s association with ICC, Kartik Mohindra, chief marketing officer, Pernod Ricard India said, “Royal Stag has always stood by its brand philosophy of ‘Live it Large,’ inspiring people to dream large and be the creators of their own destiny. Our journey with cricket started in 2000 and since then we have only strengthened our association with the sport, creating a huge impact on cricket fans across the country. We are delighted to renew our partnership with the ICC as it enables the brand to continue delivering ‘Live It Large’ experiences to die-hard cricket fans everywhere.”

ICC’s chief commercial officer, Anurag Dahiya said, “The ICC is delighted to extend its partnership with Royal Stag for a further four years. I am excited for us to partner with a brand like Royal Stag, a global leader in their field, to work together on redefining the fan experience and bringing people closer to the game than ever before.”