Nissan and ICC’s Perfect Opening Partnership

“In India, cricket goes way beyond simply being a sport. It is practically a way of life for millions of people. I believe we have found a perfect partner for our brand.” Guillaume Sicard, President Nissan India Operations

When it comes to the highest stakes in sporting events, World Cups of Cricket and Football, and the Olympics are religiously followed by the fans across the world. Brands reckon the success of these tournaments and mark their presence felt to their prevailing and potential customers through these sporting events. Adding to this list on brands is Nissan who has recently associated with the International Cricket Council (ICC) for major global cricketing events.


This 8 year deal with ICC confirms Nissan as a global sponsor of cricket’s international tournaments, which includes dedicatedly followed tournaments like the ICC Cricket World Cup, ICC Champions Trophy, ICC World Twenty20, Under 19 and Women’s Cricket qualifying events.

If you give it a thought, the Japanese carmakers and the game do have a lot in common. Right from pushing boundaries, taking risks and surprising to inspiring millions, Nissan seems to have played a masterstroke from the sweet spot of the bat with this association with ICC. After all, for ICC it wouldn’t have been too difficult to extend the partnership with the brand after seeing their dedication with other global sporting events like the UEFA Champions League, Rio 2016 Olympic Games, GT-R ambassador Usain Bolt and many more.

On the other hand, cricket is all about innovative shots, building partnerships, entertaining the fans, energetic and creating exciting moments, all the values that Nissan shares with their customers. The aim indicates to involving the enthusiasm of the game and cars to the fans through innovative ways. That’s why as global partners, Nissan will reach out to their fans extensively with in-venue activations, broadcast and digital rights at all ICC events during their deal. And the glimpse of which has already set its journey. The ICC World Twenty20 scheduled for March 2016, has flagged the Nissan Trophy Tour designed to promote this major event.  The trophy will be displayed at domestic and international matches, as well as at various public places, which will enable the fans to capture special moments with the most prestigious prize in the shortest format of cricket. It will travel around the world before finally reaching Delhi, during the main event. Scotland will be the first pit stop before it travels to Ireland, England and the Netherlands to complete its European leg. Post this; the trophy marks an appearance in the African countries early January before making its way to the subcontinent visiting Pakistan, Sri Lanka and Bangladesh. Continuing the journey for there, it will then reach Australia and New Zealand late January before finally arriving at Delhi early February.

But where Nissan really brings fun into the power play mode is with their “Unexpected Access”. The brand drives perfectly past the mundane gullies by bringing back nostalgic childhood memories for you. Their connexion with Irfan Pathan, where the Indian all-rounder surprises unexpected people at unexpected places in an unexpected manner – just like his batting stats and in-swingers to disturb the timber, leaves joyful memories in the minds of many cricketing fans.

Irfan right from the start sets the platform right for joggers during an impromptu session of the cricket in a park. The Indian all-rounder not only attracts the crowd, bowls to them but also signs cricket bats and shares a word or two about their enthusiasm and passion for the game.


The excitement on the faces of the people, willing to come forward and trying their hands on the game speaks a lot about how the brand is extending its hands to reach out to their follower’s interest. That’s the beauty of the game and the bond it can create for the brand with their customers.

And all this excitement stored for the year, courtesy Nissan does not end here. With the Trophy tour, flag bearer events, World Cup T20, Delhi Auto Expo and more on the cards, you only have to wait and watch with what they surprise they come up with. Stay tuned and keep a watch on and for more.

Author: TBS Contributor

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