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Hyundai in cricket sponsorship track

01-July-2004
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Hyundai in cricket sponsorship track

Hyundai Motors India Ltd has taken a plunge in the world of cricketing sponsorships by bagging the exclusive rights for International Cricket Council’s (ICC) ‘ICC Awards’ which will be held on September 7 at London’s Alexandra Palace. The ICC Awards is being fashioned as a glamour and star-studded cricketing equivalent of an Oscars ceremony which will bring players from 10 countries and reward the super champions in cricket.

Even as Hyundai India seeks association with cricket, the company is all set to accelerate its production beginning July 2005. Following the Rs 1,000-crore expansion, Hyundai India will crank out 21,000 cars a month — up from 12,500 cars a month currently.

Speaking to FE, Hyundai India president BVR Subbu said: “We’ve not been involved with cricket so far but now we plan to build a long-term association with a property like ICC Awards which recognises excellence in cricket.”

Commenting on sales target, Mr Subbu said that after last two capex-intensive years and massive employee-induction programmes, the company would increase production in July and aim at selling 1.8 lakh cars in 2004.

ICC and Hyundai officials declined to divulge details on the size of the cricket deal.

Mr Subbu said that the company was increasingly looking at achieving efficiencies in its marketing and media expenditure.

The ICC Awards, for instance, is expected to drive a host of company’s customer-mobilisation and dealership-involvement programmes.

ICC Cricket Management’s global sponsorship manager Jamie Stewart said that the event was the first of its kind and that the cricketing body was in the process of finalising a television channel for the event in a couple of weeks. The ICC Awards is also endorsed by the Federation of International Cricket’s Association

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