Castrol has been named as the official partner for international cricket.
The sponsorship deal with the International Cricket Council, for an undisclosed sum, gives Castrol a worldwide rights package from 2010 to 2015 and will include the ICC Cricket World Cups in 2011 and 2015.
The deal adds another sport to Castrol's already significant portfolio after the company became a major presence in the FIFA soccer World Cup in South Africa in 2010. Its football sponsorship will extend to the same tournament in Brazil in 2014 and the UEFA European Championships in 2012.
Pakistan's Abul Razzaq smashes another six runs in the ICC World Cup Image: ICC |
Cricket has massive spectator appeal worldwide, despite being in the spotlight recently for the wrong reasons after allegations of match fixing at international level earlier this year. The sport has particularly strong audiences in Asia and Australasia.
Castrol is tapping into a sport that has been working hard over the past decade or so to broaden its appeal, particularly to a younger audience, with the introduction of 'fast' versions of the sport - One Day Internationals and Twenty20.
With its strong assocation with other sports, Castrol will also bring its Castrol Index data analysis system to international cricket. The Index provides performance, position and tactical data about teams and individuals in minute detail and is often used by the teams themselves for game analysis.