Fugitive liquor baron Vijay Mallya has struck a deal with the International Cricket Council where his brand Kingfisher beer will now be the official lager partner for the Champions Trophy cricket tournament next month, hosted by England and Wales.
According to an ICC official, the upfront payment “could be less than six-figures (in dollars)”.
The trophy which is currently expecting around 200,000 spectators on its 15 matches to be held at Sophia Gardens, Cardiff, Edgbaston, Birmingham and The Oval, London has India as the defending champion.
ICC General Manager Campbell Jamieson said, “We are pleased to welcome Kingfisher to the ICC Champions Trophy family of partners.” He described Kingfisher as “an iconic brand that has a long standing association with cricket”. He continued “Kingfisher’s premium brand positioning and its Indian heritage makes it a superb fit for cricket and the ICC.”
Kingfisher Beer Europe Chief Executive Officer Damon Swarbrick said, “Nothing could be more ‘Indian’ than watching a cricket match with a cold, crisp pint of Kingfisher and we are extremely excited about bringing this experience to this summer’s ICC Champions Trophy.”
Kingfisher beer is brewed at a brewery in Faversham in the county of Kent adjoining London on its southeastern side. It is exported to some 19 European nations and also to Canada. The beer will now be exclusively supplied in three venues where ICC Champions Trophy will be played.