Bira 91 x ICC Partnership
A global brand experience created for stadiums, broadcasts, digital platforms, and 167 million viewers per game.
Client
Bira 91
Services
Brand Strategy · Stadium Branding · Broadcast Graphics · Experiential Activations · Packaging
Key Results
167M viewers per game · 200+ countries
Industry
Beverage · Sports
Background
Bira 91, a leading craft beer brand, sought to elevate its global presence by partnering with the International Cricket Council (ICC). With cricket being one of the most-watched sports globally, the challenge was to leverage this partnership to maximize brand visibility and connect with fans across 200 countries, ensuring consistent branding across diverse platforms including TV, digital, and in-stadium engagements.
Approach
As the creative agency tasked with this challenge, we developed a comprehensive, multi-channel branding strategy. This included:
In-Stadium Branding: We designed and executed all physical branding elements, including posters, billboards, flags, cups, and promotional items. We created both static and animated perimeter boards, sight screens, and replay screens that captured the audience’s attention during the matches.
TV and Digital Graphics: We were responsible for developing on-screen graphics for live broadcasts, replays, and break-time segments, ensuring that Bira 91 maintained high visibility during critical game moments. Additionally, we created supporting graphics for social media, enhancing fan engagement online.
Experiential Activations: Our team orchestrated activations around stadiums, extending brand engagement to public and private locations, bars, restaurants, and other consumer touchpoints. This extended the partnership beyond just game-day, keeping fans connected to the brand.
Product Development: We also collaborated with cricket teams to create new beer products, which included label design, packaging, and marketing materials, offering a product deeply tied to the excitement of cricket.
Solution
We provided an integrated branding solution that touched on every major fan interaction point, from stadium experiences to digital platforms, ensuring Bira 91 became synonymous with cricket. By combining creative branding, live activations, and strategic product development, we positioned the brand as a central figure in the cricket-watching experience.
Results
Achieved a record-breaking branding reach of 167 million viewers per game across TV and digital platforms, spanning over 200 countries.
Successfully developed and executed all in-stadium branding, including physical and digital elements, significantly enhancing brand visibility.
Delivered creative TV graphics used in live broadcasts, replays, and social media, extending Bira 91’s reach to a global cricket audience.
Created new Bira 91 beer products in partnership with cricket teams, reinforcing the brand’s connection to the sport and driving additional sales.