Sam Perry and Ian Higgins in front of a maroon background with cricket player silhouette and title The Grade Cricketer.Sam Perry and Ian Higgins in front of a maroon background with cricket player silhouette and title The Grade Cricketer.
Challenge
Budweiser wanted to engage modern cricket fans in a way that felt authentic rather than interruptive. Instead of relying on traditional sponsorship visibility, the brand needed a credible way to become part of the conversations, humour, and culture that define today's cricket community.
Our Strategy
We kept cricket fans at the centre of our strategy and found congruent ways for DP World to play a role in cricket.
Our Approach
10 kits for 100 runs – We came up with a first on ICC “live broadcast” to bring to life DP World’s logistics capability, grow the game for the ICC and add immense value to the fans and their communities.
Opportunity
The Grade Cricketer had built one of cricket's most engaged creator-led communities, with a distinctive voice and loyal audience. Its content and community perfectly aligned with Budweiser's ambition to connect with fans through culture rather than conventional advertising.
Our Strategy
We kept cricket fans at the centre of our strategy and found congruent ways for DP World to play a role in cricket.
Our Approach
10 kits for 100 runs – We came up with a first on ICC “live broadcast” to bring to life DP World’s logistics capability, grow the game for the ICC and add immense value to the fans and their communities.
Black microphone with text 'THE GRADE CRICKETER' and Budweiser non-alcoholic logo on a red background.
Approach
Burman Sports connected Budweiser with one of cricket's most influential voices, positioning the brand at the centre of the banter, humour, and conversations that define modern cricket culture. By embracing TGC's authentic style instead of a traditional sponsorship model, the partnership created a seamless and credible brand presence within the fan community.
Our Strategy
We kept cricket fans at the centre of our strategy and found congruent ways for DP World to play a role in cricket.
Our Approach
10 kits for 100 runs – We came up with a first on ICC “live broadcast” to bring to life DP World’s logistics capability, grow the game for the ICC and add immense value to the fans and their communities.
Impact
The partnership enabled Budweiser to establish a credible presence within modern cricket culture, reaching an engaged community in a way that felt relevant, native, and authentic. By matching the right brand with the right cultural platform, Burman Sports delivered a partnership that aligned commercial objectives with genuine fan engagement.
Our Strategy
We kept cricket fans at the centre of our strategy and found congruent ways for DP World to play a role in cricket.
Our Approach
10 kits for 100 runs – We came up with a first on ICC “live broadcast” to bring to life DP World’s logistics capability, grow the game for the ICC and add immense value to the fans and their communities.
Beyond Boundaries Initiative
Over the next 5 years, 50 repurposed shipping containers packed with pledged kits will be distributed worldwide through DP World’s global network. The first ten containers feature artwork celebrating cricket legend and DP World Global Ambassador Sachin Tendulkar.
Other Strategic Wins
We brought Sachin Tendulkar, one of the greatest to ever play the game, on board as DP World’s Global Brand Ambassador, and worked on a comms strategy that kept his core strengths at the centre of the campaign, leading to an organic and genuine brand narrative, which resonated with fans.
Driving commercial value
We’ve leveraged DP World’s cricket partnerships to drive business growth, facilitating key meetings with government and business leaders, and establishing a strategic business collaboration between ICC and DP World which resulted in DP World moving the pitch for the ICC Men’sT20 World Cup.
Creating Unforgettable Experiences
Our approach focuses on leveraging partnerships to create unforgettable, exclusive experiences. By harnessing key passion points, we’ve helped DP World demonstrate their world, while strengthening and elevating vital business relationships.
Talent we have facilitated
Sachin Tendulkar
Global Ambassador
Sourav Ganguly, Ricky Ponting, AB deVilliers, Brian Lara, Chris Gayle, David Warner, Rishabh Pant, Brett Lee, Harbhajan Singh, Anrich Nortje, Mitchell Marsh, Axar Patel, Prithvi Shaw, Sanju Samson, Shadab Khan, Yash Dhull, Sunil Gavaskar, Ravi Shastri, Eoin Morgan, Ian Bishop, Ian Ward, Muthaiah Muralitharan.
Jemimah Rodrigues, Alice Capsey, Meg Lanning, Shafali Varma, Annabel Sunderland, Arundhati Reddy, Titas Sandhu, Poonam Yadav, Anjum Chopra. Gaurav Kapoor, Shibani Dandekar, AnantTyagi.
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