With sponsorship of Cricket World Cup, we plan to expand to tier 2&3 cities: Nikhil Arora

Arora, VP & MD, GoDaddy India, says with the right visibility from World Cup, the brand aims to create more awareness for digital adoption among small & medium businesses

e4m by Shweta Raaj Singh
Updated: May 6, 2019 8:38 AM

Roped in for the first time as the official sponsors for the ICC Men’s Cricket World Cup 2019, Godaddy plans to use the opportunity to expand their business to Tier II and Tier III cities.

Nikhil Arora, Vice President & Managing Director, GoDaddy India, shared with exchange4media how they plan to use digital to promote the brand, their campaign for World Cup, and their strategy to expand their consumer base.

Thrilled at the partnership, Arora said, “Our partnership with the International Cricket Council as the official sponsor of the ICC Men’s Cricket World Cup 2019 is aimed at reaching out to passionate cricket fans and creating awareness about the importance of getting business ideas online.”

Speaking about the advertising plans, Arora mentioned that Godaddy we will be advertising on the in-stadia panels along the boundary and inside all the stadiums hosting the World Cup matches.

Believing in the power of digital space, Godaddy is looking at the new avenues for the company. The company in April started their online campaign to leverage the brand.

“We firmly believe in and support the power of digital. It can open new avenues for business growth. Keeping this in mind, we plan to be increasingly active during the World Cup on various social and digital platforms, starting with a lucky draw Sweepstakes for our current customers and new customers. It will give them an opportunity to win tickets and travel to England and Wales for various World Cup matches,” said Arora.

Sweepstakes, which is one of the campaigns for the ICC Men Cricket World Cup by Godaddy, aims to engage cricket enthusiasts and consumers on the platform. In order to be eligible to enter Sweepstakes, participants can shop GoDaddy products and services or renew their subscription between April 18, 12 pm and May 15, 12 pm. Then, through a lucky draw of eligible entrants, a total of nine winners will be chosen to get a chance to win platinum/gold tickets for two and watch Indian team play at the tournament. The winners will be notified via email on or by 18 May.

Arora further said that Godaddy is also sponsoring the ‘Greatest XI’ on the ICC website and their app to give cricket enthusiasts an opportunity to create their own dream team of 11 cricketing masters from across the world, and share the line-up with their friends and family.

“We also plan to continue leveraging our current brand ambassador Mahendra Singh Dhoni as a treasured Bijness Bhai to further demonstrate the ease and affordability of GoDaddy’s online product and service offerings,” he added.

When asked about the marketing spends for the campaign, Arora said that Godaddy is dedicating considerable resources and amount in India to help raise awareness among small business owners and entrepreneurs across the country about creating an online identity.

According to Arora, Godaddy is exploring a range of media and marketing channels to advertise this campaign, including TV, print, radio, social and other digital platforms. 

When asked about their strategy behind the association with World Cup, Arora said, “While, this is GoDaddy’s first partnership with ICC for the World Cup, we have been associated with cricket in various formats. In India, we have been active sponsors of the three-match Home T20 series against Sri Lanka in December 2017, and the five-Test match Home series against England in November-December 2016. This year, through our association with the ICC Men’s Cricket World cup, we plan to further expand our reach to Tier 2 and Tier 3 cities in India, which form a major chunk of our new customer base in the country. As we get the right visibility from the world’s biggest sporting extravaganza, we aim to create more awareness as well as drive necessary conversations for digital adoption among small and medium businesses all around the globe.”

If media reports are to be believed, Godady’s sponsorship deal for ICC World Cup 2019 is said to be worth $2-3 million.

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