Our Clients International Cricket Council
International Cricket Council
According to the Strategic Plan 2006-2010, the mission of the International Cricket Council (ICC) as the world's governing body of the sport is to promote and protect the game and its unique spirit; deliver outstanding,memorable events; provide excellent service to members and stakeholders and optimise its commercial rights and properties for the benefit of its members. Its commercial partners on a global basis are some of the biggest brands in the world - Reebok, Pepsi, Yahoo, Emirates, Reliance, Hero Honda, LG Yahoo! and ESPN.The ICC approached Guru in a Bottle CEO Ardi Kolah to run a three-day sponsorship best practice workshop as part of its Broadcast & Sponsorship Forum for all its commercial partners in Dubai.
The commercial partners were looking to the ICC for 'thought leadership' in the activation of the global rights each had acquired to a range of properties including the ICC World Twenty20, ICC Cricket World Cup, ICC Champions Trophy, as well as a series of regional events and corporate social responsibility activities on a global basis. It was important from an ICC perspective that each of the commercial partners had programmes in place in order to promote the sport of cricket so as to captivate and inspire people of every age, gender, background and ability whilst at the same time building bridges between continents, countries and communities. Ardi Kolah, as a recognised authority in the field of sports sponsorship, was asked to provide the training framework so that these discussions with each commercial partner could take place in a constructive manner.
Design of the training programme
Delivery of the training programme
The training was a combination of formal presentation, break-out sessions in small groups of ICC/partners, discussion of key issues in a round-table format, collection and summary of feedback in a main session and a summary of action points arising from the session for both the ICC and every individual global partner.
In addition, every delegate was presented by the ICC with a signed copy of Ardi Kolah's latest book Sponsorship Works: A Brand Marketer's Case Book.
Outcomes from the training
- The internal marketing and communication team at the ICC now had a clearer approach to how the partnership with global sponsors would be more effective in achieving brand marketing and communication objectives
- Each global partner had a blue print for thinking more creatively about their individual role within the ICC global programme
- Global partners understood how to be less over-reliant on ESPN broadcast coverage of their logos as the chief value of achieving a return on their investment
- There was now more understanding of the needs and requirements of the mutual parties to the global programme
- Greater understanding of how to bring the ICC value alive through corporate social responsibility (CSR) activities that had not been utilised in the global partners territories
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