Automaker Mahindra & Mahindra Ltd. yesterday announced the expansion of its cricketing association as the Associate Sponsor with Star Sports for the much-anticipated ICC Men’s Cricket World Cup 2023 and ‘co-powered by’ sponsor on the digital platform, Disney+ Hotstar.

This represents one of Mahindra’s most significant forays into sports sponsorships. In addition to the ICC Men’s Cricket World Cup 2023, this collaboration ensures visibility for Mahindra’s automotive and tractor brands during the upcoming Asia Cup 2023, the automaker said in a media statement.

With its strong presence during the ICC Men’s Cricket World Cup 2023, Mahindra aims to foster a deeper connection with customers, fortifying the trust and bond they share with the brand. Additionally, Mahindra dealerships will host a series of engagement activities during the cricket season for customers.

The ‘Click to Book Test Drive’ feature, set to be prominently showcased during the ICC Men’s Cricket World Cup 2023 broadcasts on Disney+ Hotstar, highlights the brand’s commitment to leveraging technology and innovation.

This enhanced feature will offer cricket enthusiasts a smooth bridge from the excitement of the match to the allure of experiencing Mahindra’s cutting-edge products first-hand.

Rajesh Jejurikar, Executive Director & CEO, Auto & Farm Sectors, Mahindra & Mahindra Ltd., said in a statement, “We are excited to be a sponsor for the ICC Men’s Cricket World Cup 2023 on Star Sports and Disney+Hotstar. This sponsorship is a key milestone in our mission to connect deeply with the passion of millions of Indians.

“We see a strong synergistic resonance between our SUVs and tractor brands and the vibrant spirit of Indian cricket. Through this sponsorship and our upcoming engagement activities, we aim to create cherished memories and strong bonds with our customers.”

The ICC Men’s Cricket World Cup 2023presents a golden opportunity for Mahindra to connect with a vast audience, the company stressed, especially as cricket enthusiasts are gearing up for 48 thrilling matches, notably the India vs Pakistan showdown on October 14.

These matches, broadcast on the Star Sports Network and streamed on Disney+ Hotstar in various languages, offer Mahindra a prime platform to engage with potential customers. Hotstar’s initiative to provide free access to mobile users further amplifies this reach, the auto company said.

From the goalposts of FIFA World Cup to the association with multiple teams of the electrifying Indian T20 league to the IBA Women’s World Boxing Championships, Mahindra’s presence has been a testament to its dedication to excellence, both in the automotive and farm sectors, and the sporting arena, the company added.