Mumbai Indians ropes in William Lawson’s by Bacardi India as official partner

The sports partnership will include fan engagement activities and William Lawson's logo will feature on cheerleader uniforms 

e4m by exchange4media Staff
Published: Mar 29, 2019 4:57 PM  | 2 min read
Mumbai Indians

William Lawson’s scotch whisky by Bacardi India has partnered with Mumbai Indians as their official sponsor for the upcoming cricket season. The partnership will see William Lawson’s as the official partner for all VIP pavilions at the home turf - Wankhede Stadium, including driving engagement through activities. The brand logo will also feature on cheerleader uniforms and their podium all through the season.

To bring alive the brand’s “No Rules” attitude, Mumbai Indians’ team members will feature in an edgy, topical content series on cricket under ‘No Rules - Cricket Reimagined with William Lawson’s’. Kiosks that engage with fans through challenges and games, where they could win some of the brand’s signature bold merchandise at the stadium, is another highlight to watch out for. 

Additionally, the collaboration will see a host of On Trade and Off Trade promotions like free Mumbai Indians’ merchandise and tickets to Mumbai Indians matches being given away at different outlets. On Trade engagement will also include an exciting range of #NoRules activities, games and activations with the William Lawson’s brand mascot ‘The Highlander’. 

Anshuman Goenka, India Marketing Head, Bacardi India, said, “William Lawson’s has always championed sports associations across the globe. With this cricket tournament being one of India’s prime sporting events, we strongly feel that this association will pave the way for both, the team and the brand, to engage differently with its audience base. The team’s vigour and persona resonates well with William Lawson’s unconventional and edgy ‘No Rules’ brand personality. Our association will be a unique mix of bold branding and engagement that we are confident our audiences will enjoy. This is one of our first collaborations in India and we are extremely excited for the road ahead.”

Mumbai Indians spokesperson said, “Mumbai Indians are delighted to bring on board William Lawson’s as our official partner and look forward at creating exciting and innovative ways to connect with fans through breakthrough on-ground activations.” 

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