The Int’l Cricket Council retained 4FRONT to expand the ICC’s global roster of commercial partners. 4FRONT will be responsible for telling the ICC’s story to the North American marketplace ahead of the 2019 Cricket World Cup in England and Wales. The tournament is expected to attract a televised audience of one-quarter of the world’s population. The firm will be tasked with growing the ICC global partner portfolio, which currently includes Emirates, MRF Tyres, Nissan, Oppo and Moneygram. In February, the ICC appointed North American-based Pepsi Chair & CEO Indra Nooyi as an independent director to the ICC Board, making her the first woman to hold that position. 4FRONT Co-Founder Josh Kritzler said, “There is strong interest among North American-based global companies looking to expand their brands to a worldwide audience and to embrace the unrivaled passion of the ICC’s more than 2 billion global fans.” According to a 4FRONT Fan DNA Report, North American cricket fans are highly-educated professionals with young families and more than $100,000 in average household income (4FRONT).
Hendrick Motorsports and driver Chase Elliott have landed a new beverage category sponsor in Adrenaline Shoc, a Keurig Dr Pepper-aligned healthy energy drink brand.