LG to sponsor World Twenty20

LG Electronics is to be title sponsor of the International Cricket Council’s (ICC) World Twenty20 cricket tournament.

The six-year deal is part of a new global partnership with the sport’s governing body and includes the upcoming tournament taking place in the UK from June 5 to June 21.

As part of the arrangement, the brand will have pitch-side advertising at all major ICC events as well as involvement in a number of grassroots initiatives.

The deal extends the eight-year relationship the consumer electronics firm has had international cricket including becoming the fist sponsor of world team and player rankings in 2001.

LG Electronics has been busy building up its sponsorship portfolio in the past year as it bids to build global brand recognition. The company signed a signed a five-year deal to become the global technology partner of Formula 1 last November and sponsored the New Year’s Eve fireworks show on London’s Southbank.

The consumer electronics firm also has a shirt sponsorship deal with Premier League club Fulham.

 

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