Standard Bank sponsors ICC World Twenty20

The rights package – valued at US$500 000 – allows Standard Bank to associate with the T20 event through joint marketing initiatives with the ICC and Cricket South Africa (CSA).

According to the bank, its long term cricket sponsorship created the right platform from which to launch a new twenty-over cricket format – Standard Bank Pro20 – in partnership with CSA and SuperSport in 2004.

Based on the success of the Standard Bank Pro20 series' first two seasons, and the subsequent revitalisation of domestic cricket with steady increases in crowd attendances, Standard Bank announced an additional investment in the international version of the game.

To date, four Standard Bank Pro20 series and four Standard Bank International Pro20 games have been staged.

“Justifiably proud”

“Standard Bank is justifiably proud of our successful launch and the sustained growth of Pro20 Cricket, and the way we have helped to fundamentally change the South African cricket landscape, capturing the imagination of cricket spectators and attracting new fans,” says Sarah-Anne Orphanides, director group marketing Standard Bank.

“We were therefore delighted when the ICC chose to award the inaugural staging of this prestigious international event to South Africa.

“The partnership that we have built with CSA in developing the format and the sponsorship property has set benchmarks globally and we are confident that the translation of the many marketing elements familiar to the South African cricket public will be well received by the international audience at the T20 event.”

Commented ICC chief executive Malcolm Speed, “The fact the ICC has been able to attract organisations of this quality is testament to both cricket's enduring appeal and the excitement generated by this new Twenty20 format. In return for their commitment, we believe all our sponsors will receive extensive value thanks to ESPN STAR Sports' extensive rights agreements, which will ensure coverage of the tournament in more than 110 countries.”

Detail

In more detail, Standard Bank's sponsorship rights at the ICC World Twenty20 are:

• Local partner to ICC World Twenty20: Standard Bank will be afforded marketing and branding association rights in line with ICC determined event parameters. Specifically, Standard Bank will employ marketing activation at the three designated venues through:

  • Event signage such as perimeter boards, websites and electronic screen advertising.
    
  • The exclusive branding of 45 000 hard hats, which will be available to fans at matches
    
  • The provision of Standard Bank mobile ATMs at each stadium

• Standard Bank will also sponsor the local broadcast packages of Supersport and SABC.
  
• Sponsor of Proteas T20 team: Standard Bank is the official team sponsor of the South African side, continuing the agreement in place with CSA for all International Pro20 matches. The South African team's ICC Twenty20 shirt will carry the ICC logo and marks, with Standard Bank branding appearing only on the leading arm.