Airtel will now have access to on-ground title sponsorship during the tournament, which will also be known as Airtel Champions League Twenty20, to be played across Bangalore, New Delhi and Hyderabad in India.
The first edition of the Champions League will have a total of 12 teams from seven test playing nations participating in October and the 16-day league will have 23 matches.
The first edition of the Champions League will have a total of 12 teams from seven test playing nations participating in October and the 16-day league will have 23 matches.
Shireesh Joshi, director, marketing at Bharti Airtel, said he sees “great synergy between our brand and cricket, since both cater and connect to a wide spectrum of consumer segments.”
He added: “This synergy combined with the success of the Twenty20 format and the growing popularity of club cricket in India makes this a great opportunity for us to partner.”
RC Venkateish, MD of ESPN Software India, said: “We have always believed that this league will stand out as a premier international cricket property and this landmark partnership vindicates that stand. I am confident that together we will create a wonderful experience for the cricket fan and help make this tournament even bigger in the days to come.”
The Twenty20 format of cricket has boomed in popularity in India on the back of the Indian Premier League, even though this year’s IPL was played in South Africa.
