May 17: Indian craft beer brand Bira 91 has entered into a five-year deal with the International Cricket Council (ICC). The partnership, which runs through 2023, confirms Bira 91 as the official sponsor of ICC global tournaments including the ICC Cricket World Cup, ICC T20 World Cup, ICC World Test Championship, ICC U19 Cricket World Cup and the ICC Women’s World Cup, the company said in a statement.

Speaking of the partnership, Ankur Jain, founder and CEO of Bira 91, said, “The ICC partnership is a key moment for Bira 91 as we embark on creating the first global consumer brand to come out of India. A generational ‘change of guard’ in beer is underway as consumers shift towards beers with more color and flavor. World cricket is undergoing a similar generational change as it expands to more dynamic formats, newer geographies and consumers. We are excited to be part of the ‘greatest celebrations of cricket’ on the international stage and adding consumer experience driven activations by our innovative and delicious beers.”

At the back of ICC partnership, Bira 91 is running ‘Fly to World Cup’ promotion in May, 2019 wherein consumers stand a chance to win all-expense paid trip to England and witness a world cup match firsthand.