E-Malt.com News article: Caribbean region: Diageo plc and GCC announce new sponsorship of ICC Cricket World Cup West Indies 2007

Diageo plc, the world’s leading premium drinks company and Global Cricket Corporation (GCC) are pleased to announce that two Diageo brands will become sponsors of the ICC Cricket World Cup West Indies 2007, to be held in March and April 2007 in eight islands within the Caribbean and Guyana, Diageo plc announced in its press release, December 22.

Red Stripe will be the regional sponsor and official beer of the ICC Cricket World Cup 2007 in Jamaica and Antigua & Barbuda. This agreement also includes full promotional rights in those islands, and pouring rights at allocated matches.

In addition, cricket fans will also be able to enjoy the world’s favourite stout at every match, as Guinness, a third Diageo brand, has pouring rights at all venues during the ICC Cricket World Cup 2007.

Edward Pilkington, Marketing Director Latin America and Caribbean comments, 'We are very excited about this sponsorship and we are looking forward to working with GCC to promote the ICC Cricket World Cup 2007 in many of our key markets around the world. It shows the flexibility and power of our brand portfolio that enables us to target specific markets with specific brands. This multi brand and multi-region sponsorship is a first for Diageo. The ICC Cricket World Cup 2007 is such a premium event and there is a natural fit with these three brands from our portfolio.

The ICC Cricket World Cup 2007 agreements adds to Diageo’s impressive range of sports sponsorships – such as Johnnie Walker® and Team McLaren Mercedes Formula One Racing team, the Guinness Premiership in rugby and the sponsorship of the Jamaican Football Federation by Red Stripe.

ICC Chief Executive Officer Malcolm Speed said: “This is excellent news. Diageo’s history in sponsorship shows it is committed to events of the highest quality and so the fact it has sought involvement in the ICC CWC 2007 is extremely gratifying.

'We believe this partnership will prove highly beneficial to both Diageo and cricket and it is a pleasure for the ICC to be associated with another company whose portfolio of products is world-renowned and synonymous with quality.'

Ian Frykberg, Director, Global Cricket Corporation (GCC) said, 'We are pleased that Red Stripe, Guinness and Johnnie Walker have chosen the ICC Cricket World Cup 2007 to add to their impressive portfolio of major sports sponsorships, and we are delighted to welcome them into the ICC CWC 2007 family.'




22 December, 2006