Uber has just recently announced a very crucial partnership by associating with the International Cricket Council as the official sponsor of the ICC Men’s World Cup 2019.
The new partnership will make Uber the first mobility and food delivery application to strike a sponsorship deal with ICC for the Men’s Cricket World Cup, which will be played in England and Wales from May 30 to July 14 with an predicted global viewing audience of 1.5 billion people.
Uber’s campaign ‘This World Cup, Every Fan Wins’ aims to create a culture of togetherness and puts cricket lovers at the heart of the celebration, which involves the World Cup’s first and very own anthem – Way-O, Way-O.
The anthem will be sung by famous renowned artists across five participating countries and will give loyal fans a signature song to cheer on and celebrate the sporting event. Uber will fly down hundreds of drivers and courier partners, as well as riders and eaters, to the Men’s Cricket World Cup and will also host a series of activities to foster a spirit of passion and togetherness at the tournament.
Uber’s Chief International Business Officer Brooks Entwistle said, “We’re excited to further our commitment to cricket as a global sport and bring our community of riders, eaters, drivers and delivery partners closer to each other and a game they love so much. Cricket is passionately followed in eight participating countries, where Uber and Uber Eats are an integral part of people’s day-to-day life. We believe this partnership allows fans to pursue their passion while we take care of their commute and food requirements.”
“We are thrilled to launch the World Cup’s first-ever anthem, which puts fans at the heart of this celebration. We are confident the anthem will resonate with hundreds of millions of cricket lovers across the world,” Entwistle added.
Commenting on the partnership, ICC Chief Executive Manu Sawhney, said, “We are delighted to continue our partnership with Uber for the ICC Men’s Cricket World Cup 2019. Their commitment to cricket was clear during last year’s ICC Women’s T20 World Cup where the brand brought to life some of the wonderful stories behind the players with the #RoadSheMade campaign. Uber has some equally exciting plans for this summer’s event and shares our ambition to make this the greatest celebration of cricket ever.”
Indian skipper and Uber brand ambassador Virat Kohli said, “I’m delighted that Uber and the ICC are once again partnering to support cricket and what it stands for – inclusion, togetherness and celebration. I’m confident this World Cup will exceed everyone’s expectations and further enhance the incredible global love and support for the game.’’
Last year, 2018 Uber has started a strong initiative to empower girls and women around the world, Uber supported the first-ever standalone ICC Women’s T20 World Cup in the West Indies. As a part of this partnership, Uber rolled out the #JerseyKnowsNoGender campaign in collaboration with famous Sports legends from different areas of sports to encourage women’s participation in sports and to also help them to support for the T20 Championship.
Uber, which will also become the official sponsor with official broadcast partner Star India, will run the television ads featuring Kohli during the ICC matches. Meanwhile, Uber Eats will be promoted across social media platforms as well as Star’s video-streaming platform Hotstar. The company said it will use and explore print, outdoor and radio platforms to further boost the campaign.