Why Hyundai hitched its wagon to the ICC as cricket aims to go global

Core Insights - Hyundai Motor Company has re-entered a partnership with the International Cricket Council (ICC) as a premier partner for two years, marking its return after a decade-long absence, with a focus on engaging millennials and Gen Z fans of cricket [1][2] Group 1: Partnership Objectives - The partnership aims to connect with 'Gen-MZ' who are loyal to brands and have a passion for cricket, leveraging ICC's global prestige [2] - Hyundai's campaign includes a user-generated content initiative called "Sabse Bada Deewana" and will feature prominently on connected TV and linear TV through a partnership with JioStar [2] - Over 600 Hyundai dealerships will create ICC zones to enhance fan engagement and showcase hero products [2] Group 2: Changes in Cricket Landscape - Cricket has become more global and democratic over the past decade, with a rise in participation from smaller towns and younger players, reflecting India's youthful demographic [3][4] - The sport's evolution allows for a broader decision-making influence within families, as teenagers now play a significant role in brand and product choices [4] Group 3: Advertising and Market Reach - The partnership provides Hyundai with a strong advertising platform on connected TV, which has seen significant growth in India, with 60 million households now using CTVs [5] - The ICC's global reach allows Hyundai to tap into a wider audience, as cricket's popularity expands beyond traditional markets [6][7] Group 4: Valuation and ROI - Current valuations of cricket broadcasting rights are seen as speculative, but Hyundai is satisfied with the return on investment from its partnership with the ICC [9] - The company emphasizes the importance of targeted marketing strategies to ensure effective engagement with its audience [9]