Royal Expanded its Partnership with Cognizant Major League Cricket
Colin Smith — April 3, 2024 — Marketing
References: majorleaguecricket & nosh
Cognizant Major League Cricket (MLC) has announced the continuation and expansion of its partnership with Royal, a leading brand of Basmati and Sona Masoori rice in America, for the upcoming 2024 season. This renewal marks the second season of collaboration between the two entities, aiming to enhance the cricketing experience in the United States by bringing the rich culture and authentic cuisine of South Asia to the fans. The partnership also includes branded giveaways and the introduction of Royal’s refreshed packaging design, which will be unveiled on the opening night of the season on July 4, 2024.
The MLC has also secured Cognizant as its first-ever title sponsor, a significant development for the league, leading to the league now known as the Cognizant MLC. The professional services company’s sponsorship will kick off with the second season of MLC this summer, starting on July 4. This multi-year agreement with Cognizant underscores the league’s commitment to growth and the expansion of cricket’s reach in America. The partnership is expected to create deeper connections with clients and associates, while also contributing to community outreach and education. These efforts aim to invite historically excluded groups into sports and technology, aligning with Cognizant’s broader goals of showcasing the parallels between sport and technology and increasing diversity and inclusion in both arenas.
Image Credit: Cognizant Major League Cricket
The MLC has also secured Cognizant as its first-ever title sponsor, a significant development for the league, leading to the league now known as the Cognizant MLC. The professional services company’s sponsorship will kick off with the second season of MLC this summer, starting on July 4. This multi-year agreement with Cognizant underscores the league’s commitment to growth and the expansion of cricket’s reach in America. The partnership is expected to create deeper connections with clients and associates, while also contributing to community outreach and education. These efforts aim to invite historically excluded groups into sports and technology, aligning with Cognizant’s broader goals of showcasing the parallels between sport and technology and increasing diversity and inclusion in both arenas.
Image Credit: Cognizant Major League Cricket
Trend Themes
1. CULTURAL ENGAGEMENT PARTNERSHIPS - Opportunities for brands to collaborate with cultural influencers beyond the sports realm for authentic experiences and connections.
2. TECHNOLOGY SPONSORSHIP INTEGRATION - Innovative strategies for leagues to integrate technology sponsors, leveraging expertise for growth and community impact.
3. PACKAGING DESIGN REFOCUS - Embracing packaging redesign as a strategic tool to elevate brand presence and engagement in a competitive market landscape.
Industry Implications
1. FOOD & BEVERAGE - Exploring the potential of collaboration between food brands and sports entities to create unique fan experiences and cross-cultural connections.
2. PROFESSIONAL SERVICES - Identifying new avenues for professional service companies to enhance brand visibility and social impact through sports sponsorships and community initiatives.
3. RETAIL & PACKAGING - Harnessing the power of packaging redesign as a differentiator in the retail industry, emphasizing brand storytelling and audience engagement.
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