United Breweries plans is returning to cricket sponsorship in a big way as part of its gameplan to make Kingfisher a global brand. To begin with, it will be the official beverage for the two-day annual six-a-side cricket tournament in Hong Kong. Eight countries will participate in the tournament.
Cricket will be one of the platforms for UB to establish Kingfisher globally. Its association with fashion saw Kingfisher present Ritu Beri’s show in Paris last July.
Being motor racing champ Narayan Kartikeyan’s sponsor has also given the brand a global reach. Other associations have come by being available in six international airlines and with Indian cuisine abroad.
Its entry into the world of cricket began in 1996 when Kingfisher sponsored the West Indian cricket team for two years, following which it had sponsored the jinxed Sahara Cup in Toronto.
Associated with fun, youth and celebrations, Kingfisher will link itself with any event and activity that will enhance its lifestyle imagery. Horse racing, soccer (sponsor of East Bengal football team) cricket and motor racing will be the sports platforms for the brand on a much larger scale in future.